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Circle Reader Service No. 2

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Your see-through happy place.
Show your customers the way to peace, warmth and comfort with the Montebello®
See-Through gas ﬁreplace. Its stunning features and indoor/outdoor installation
ﬂexibility are designed to provide maximum appeal—and help you reach your
happy place of proﬁtability.

For more information,
visit lennox.com
or call 1.800.9.LENNOX.

Circle Reader Service No. 3

contents

MARCH/APRIL • VOLUME 6, NUMBER 2

52
54

features
8

GUEST EDITORIAL – THE GOURMET GRILL

28

BY SHARON SANDERS

Russ Faulk, vice president of product development at
Kalamazoo Outdoor Gourmet and go-to guy for barbecue
advice, explains how to enhance the flavor of grilled food.

In recent years, Twin-Star has been a pivotal player in the evolution
of electric fireplaces.

CORPORATE PROFILE – GLASS EXPERTS

OUTDOOR GRILLING RETAILER PROFILE –
BARBECUE IN BRITISH COLUMBIA

BY CHERYL DANGEL CULLEN

BY KIMBERLY RODGERS

SCHOTT ROBAX is a leading developer of specialty
glass and a major supplier of fireplace ceramic glass.

With 4,300 square feet of showroom floor space, The BBQ Shop is
one of the largest barbecue retailers in British Columbia.

32
16

18

SPOTLIGHT – SHADE SOLUTIONS

34

BY SHARON SANDERS

Shade manufacturers have introduced a wide array of
stylish and functional products, giving consumers many
solutions for sun protection.

Team Grill has experienced overnight success in the specialty retail
channel by offering high-quality grills with licensed sports insignia.

BY SHARON SANDERS

BY KIMBERLY RODGERS

This savvy South Carolina specialty retailer understands
the importance of using the Internet for attracting new and repeat
customers.

CASUAL CREATIONS EXPANDS ITS REACH NATIONWIDE

38

LEISURE DESIGN’S U.S. LAUNCH

BY KIMBERLY RODGERS

BY SHARON SANDERS

The Florida-based manufacturer of outdoor aluminum
furniture has taken bold steps to increase its market
reach throughout the United States.

Word is spreading quickly about Canada-based Leisure Design’s
entry into the U.S. outdoor-furniture market.
40

26

AS I SEE IT – A NEW LOOK

HEARTH RETAILER PROFILE – HOT HEARTHS

BY SHARON SANDERS

BY SHARON SANDERS

Big Green Egg has introduced a bold new corporate identity that is
generating a lot of buzz in the barbecue/grill industry.

Thousand Oaks Fireside and Design is a one-of-a-kind
fireplace store that understands the necessity of dramatic
product displays and novel merchandising techniques.

42

70

SHOWROOM SHOWCASE – MINDING THE STORE

MARKETING MANEUVERS – A DREAM FULFILLED
A Connecticut retailer reopens an outdoor-living store,
much to the delight of new and former customers.

24

TEAM GRILL SCORES BIG WITH SPORTS FANS

BY CHERYL DANGEL CULLEN

36
22

TWIN-STAR’S ELECTRIC FIREPLACES HEAT UP THE MARKETPLACE

BY RUSS FAULK

62

departments

MY TURN – FIXING WHAT’S BROKEN
BY CHERYL DANGEL CULLEN

Modern Home Products has performed well during the recession by
specializing in the aftermarket replacement-parts niche of the barbecue/grill industry.

52
44

46

6

GIVING
Publisher’s Viewpoint and Editor’s Message

10

INDUSTRY NEWS –

BY CHERYL DANGEL CULLEN

48

HPBEXPO ROUNDUP – A REALLY BIG SHOW

Superior customer service is the key to Hart & Cooley’s success in the
HVAC industry.

52

PRODUCT PROFILES

LAST WORD – EMBRACING CHANGE

78

PRODUCT PROFILES DIRECTORY

78

AD INDEX

EDITED BY KRIS KYES

PRODUCT INNOVATION – BECOMING THE BEST

BY SHARON SANDERS

To remain competitive in the casual-furniture industry, Homecrest
created a new image for itself, which has attracted a lot of attention
from retailers and consumers.
ON THE COVER

4

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Patio & Hearth Products Report March/April 2011

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Agio is the registered trademark of Agio International Company, Ltd.

Circle Reader Service No. 5

PUBLISHER’S VIEWPOINT

I

n the September/October 2010 issue of Patio &
Hearth Products Report, we featured Lone Star
Backyard (Carrollton,Texas) in our outdoor-grilling
profile.This top-notch barbecue/grill retailer is in the
forefront of helping consumers purchase the best in
barbecues/grills and accessories, and helping consumers develop and build the ultimate outdoor kitchen.
In addition to getting a lot of positive feedback on our
profile of Lone Star Backyard, we recently received
information from Adam and Scott Williams at Lone Star
Backyard about a unique business and philanthropic
company in Central America.
Lone Star Backyard recently started doing business
with a company named Grupo Boochi, with the brand
name Caravari, in Antigua, Guatemala. Caravari makes
handmade, premium leather products, including leather
cooking aprons.At first glance, Caravari sounds like just
another company making barbecue and grilling accessories. Yes, it’s in the business of outdoor grilling and
the business of barbecuing and grilling accessories.
When you dig more deeply, however, what you discover
is that the company really is in the business of giving.
Caravari was started by Andres Cordon, a young man
who comes from a prominent family in Guatemala. Due
to his family’s financial resources, Cordon graduated
with Adam Williams from St. Edward’s University in
Austin,Texas.With the help of his family, Cordon (as
founder and CEO) and his sister,Anna Cordon de Porta
(as cofounder and general manager), started Caravari a
few years ago. Caravari employs many skilled artisans
who live in Guatemala.
Without Caravari, these artisans would otherwise be
making leather products by spending their own money
for materials and selling their products for very little in
the streets of Antigua. Getting these skilled artisans off

the streets, Caravari provides the artisans with their
materials and pays them handsomely for making topquality handmade leather cooking aprons. Caravari then
brings the leather cooking aprons to the United States
and sells them to specialty barbecue and grill retailers
and dealers.
The proceeds from sales are then donated back to
the community in Parramos (near Antigua), where the
artisans live and work; this helps to buy such needed
things as school books and medical products for the
community. Under the direction of Cordon’s mother,
Margaret Townsend de Cordon (who is the administrator of the family’s Adolfo Cordon Foundation, named for
her late husband), the company also donates part of its
profits to Catholic charities in Guatemala.
The Cordons are a very wealthy family that does not
need to have a company such as Caravari.The Cordon
family didn’t start Caravari to get rich, but actually to
help its fellow countrymen—in a country where corruption and greed are very prominent, and where the
unemployment rate is much, much higher than it is in
the United States.
The artisans who work for Caravari have been given
the opportunity to use their craft to produce unique
and sought-after items, and to do so for a company that
appreciates and values them (and treats them with
honor and respect).While this type of
employer–employee relationship is fairly abundant in
North America, such is not the case in many countries
in Central and South America.
Caravari lets its employees know that family comes
first, and it puts its words into action by allowing its
employees to work flexible hours. Caravari likes to say
that when consumers buy its products, they are not just
buying premium boots or leather cooking aprons;

rather, they are buying art, culture, and history.
Scott Williams took on the handmade leather cooking aprons as the exclusive distributor for Caravari not
just because he admired the company and the quality
of its products, but also because he understands that if
you’re going to be a specialty retailer, you need to carry
and sell specialty products. As Williams knows so well,
barbecue and grilling aficionados take their grilling and
outdoor-kitchen experience seriously, and they seek out
those barbecue and grilling products and accessories
that set themselves apart.
Handmade, premium leather cooking aprons from
artisans based in Guatemala are not off-the-rack items
that you’re going to find at a big-box store. Products
such as these tell a story—and they will get consumers to drive the extra mile, pay the extra dollar,
and tell others about your store. Carrying unique and
high-quality items that consumers can’t find at a
typical retail establishment is what helps set specialty
retailers apart from their competition. You can learn
more about Caravari at www.caravari.com, or contact
support@lonestarbackyard.com.
TONY RAMOS
PUBLISHER
TRAMOS@PENINSULA-MEDIA.COM

from the editor

T

he other day, I
was driving my
car while listening to the radio when a
cheerful announcer
described Lowe’s new
outdoor-living collection
of patio furniture, grills,
firepits, and patio heaters.
It was a catchy message
and probably appealed to
many value-conscious consumers on that sunny
Southern California day.
A few days later, I found an ad in a
magazine for The Home Depot’s
Martha Stewart Living™ Augusta sevenpiece outdoor-dining set.The ad included a photograph of a tranquil backyard
setting and a tag line that urged readers, “bring Martha into your backyard.”
I found both these ads a bit worrisome. I know that a mass retailer’s ad
can help increase sales for independent stores as consumers shop around
for different choices, but if they end
up making their purchases at the bigbox stores, it’s not a good thing.
Specialty retailers simply don’t have
the large advertising budgets needed

6

for splashy advertising
campaigns.
We know that the
big-box stores are
here to stay, but that
doesn’t mean that
specialty outdoor-living stores can’t prosper as viable alternatives to large mass
retailers.This issue
of our magazine is
packed with information on how specialty retailers (and the manufacturers
who supply products to them) can
develop and promote products that
will appeal to consumers.When consumers of all types—from generations
X and Y to baby boomers and seniors—understand the benefits of buying from a specialty store, they will
remain loyal customers.
As suppliers to specialty retailers,
manufacturers play a critical role in
keeping this industry strong by developing products that stand apart from
those that mass retailers carry. Our
Last Word column on Homecrest
Outdoor Living (page 46) shows what
a company can do to stay one step

Patio & Hearth Products Report March/April 2011

ahead of the big boxes.
As Todd Wingrove, director of sales
for Homecrest, explains,“Even if we
don’t want to admit it, our competition
is the mass merchants.They are experts
at copying what we do, and that is our
challenge. If we are going to continue
to succeed, we need to be leaders.”
Homecrest has met this challenge by
retooling its product mix to include
richer, more stylish lines that appeal to
discerning, value-oriented customers.
Just as manufacturers need to develop products that are superior to those
of the big boxes, specialty retailers
need to distinguish their stores by creating shopper-friendly experiences that
not only drive sales, but build loyalty.
We selected Casual Living in Columbia,
South Carolina, for our Showroom
Showcase feature (page 36) because of
the owners’ innovative staffing and
marketing strategies, which have resulted in a dedicated customer base.
Recognizing that consumers were
no longer responding solely to traditional advertising media, co-owner
Dottie Reynolds quickly embraced
social media and has been very pleased
with their impact. Her blog, outdoorli-

cious.com, is the perfect example of a
powerful (yet low-cost) promotional
tool that reaches customers.
As a small retailer, you probably
don’t have the advertising dollars to
compete head-on with giants like
Lowe’s and The Home Depot, but
there’s much that you can do to educate consumers about your unique
products and services. Consider joint
advertising campaigns with other independent retailers, as our featured outdoor-grilling store,The BBQ Shop (page
32), has done in Vancouver, British
Columbia.
Make your store a preferred destination by promoting yourself through the
Internet and social media, or by supporting local (or global) causes, as Tony
describes in his Publisher’s Viewpoint.
People like to do business with those
who understand the importance of
goodwill. If you embrace your customers’ values and also provide quality
products and personalized service,
you’ll find that they will become loyal
customers.
CAROL DAUS
EDITOR
CAROL@PENINSULA-MEDIA.COM

or both dining out and cooking
at home, the culinary bar has
been raised quite a lot during
the past few years. Chefs have
become celebrities, and for many,
Whole Foods is the grocery purveyor of choice. It is only natural that
the grill should elevate its cooking
game as well—everything tastes better off the grill, right?
Burgers, sausages, steaks, and
beer-can chicken all still have their
places, but the grill can go far
beyond traditional backyard fare.The
equipment need not be totally overboard, but the outdoor foodie will
require a few key capabilities to pursue the range of his or her passions.
Low and slow cooking: A great
grill can hold barbecue temperatures
for hours while easily adding the
taste of wood smoke.You need to
maintain a temperature of 225 to
250 degrees for hours at a time in
the pursuit of traditional U.S. barbecue. An electric pellet smoker or
other dedicated equipment makes it
easy, but the right grill can more
than adequately handle the task for
occasional use.
Hot and fast cooking: Searing temperatures of 800 degrees or more are
at the opposite end of the cooking
spectrum.The foodie can make best
use of a grill that can sear food anywhere on the cooking grate, rather
than wasting precious real estate
with a single-task searing zone.
Roasting: Not everyone needs a
large grill, but it is important to consider indirect cooking techniques
when evaluating size. In the simplest
terms, half of the grill will be fired up
and half of the grill will be off; the
food being roasted has to fit comfortably within the off half of the grill.
Power comes into play here as
well. If a grill can maintain a temperature of 500 degrees in the indirect
zone, a whole world of roasted
delights becomes possible. Indoors,
roasting temperatures need to be kept
much lower because the food and oils
need to be kept below the smoking
point. Outdoors, the smoke is not an
issue. Chicken roasted at this higher
temperature is crisp on the outside,
8

ART DIRECTOR
Cass Estes

This recipe serves four and is sure to be a hit with your family and
friends. Pork and fruit (especially blueberries) are well matched. These
glorious chops combine smoky, sweet, and savory flavors. The recipe is
best prepared using a wood fire, but smoked salt will deliver the
goods, even on a gas grill. The combination of direct and indirect
grilling techniques results in the most succulent chops.
Ingredients:
4 pork-loin chops (preferably, with the bone left in),
about 1.5 inches thick
6 ounces pancetta, cooked until crisp and then broken into pieces
1/2 cup maple syrup
2 cups blueberries
1/2 teaspoon smoked salt (plus additional salt for the chops)
Extra-virgin olive oil
Instructions:
Preheat the grill for a combination of direct and indirect cooking.The
indirect zone should be at about 500 degrees.
While the grill is heating, lightly brush the chops on all sides with
olive oil, and sprinkle them with salt. Leave the chops sitting at room
temperature until the grill is ready (up to 20 minutes). Wash the blueberries and measure out the other ingredients at this time.
Grill the pork chops over the hottest part of the fire (direct heat) for
about two minutes per side, and then transfer them to the indirect-cooking zone. Close the grill and cook the chops for about 20 minutes, turning once halfway through cooking, until an instant-read meat thermometer measures a temperature of 155 degrees (when inserted away from
the bone).
As soon as you have moved the chops to the indirect zone, combine
the maple syrup, blueberries, and smoked salt in a large saucepan
(although the ingredients would easily fit in a smaller pan, the broader
bottom should help reduce the sauce more quickly). Bring this mixture
to a strong simmer over medium heat. Stir the sauce frequently, and avoid
reaching a rapid boil. If bubbles begin to build on top of bubbles, lower
the heat to avoid burning the sauce.
When the chops reach an internal temperature of 155 degrees,
remove them from the grill and transfer them to plates. Let the chops
rest for three to five minutes. During this time, stir the cooked pancetta
into the blueberry sauce.Top the chops with sauce, serve, and enjoy.

but tender and juicy inside.Add wood
smoke for even better flavor.
The key to great grilling is often a
combination of searing directly over
the fire and then moving away from
the fire to roast or coast up to the
desired internal temperature.Thick
steaks and chops benefit greatly
from the combination of grilling
techniques. If a grill can effortlessly
handle the range of tasks described,
it should be the perfect tool for creating great food.
The process of cooking can be
just as rewarding as the delicious
food created. Outdoors, the most
enjoyable cooking experiences
often include a wood or charcoal
fire. It is both primal and artisanal. It

Patio & Hearth Products Report March/April 2011

also adds flavors that can’t be
matched indoors.
The ideal grill for today’s foodie
should make it easy to add the element of real fire. For some, the tool of
choice will be a traditional charcoal
kettle grill or kamado. For others, it
will be a well-designed wood-chip tray
inside a gas grill. For a few, it will be a
hybrid grill that cooks with gas, as well
as with a charcoal or wood fire.

Russ Faulk is the vice president of product development at Kalamazoo Outdoor
Gourmet, Chicago, Illinois. The recipe
has been adapted from Faulk’s cookbook, “Cook:Out—Fresh Ingredients,
Fresh Air, Fresh Flavors From the Grill”
(Kalamazoo Outdoor Gourmet, 2010).

Big Green Egg Unveils New Brand Identity
For over 30 years, the Big Green Egg® has been
widely referred to as the world’s best smoker
and grill, and the unique kamado-style cooker
(created by Ed Fisher, company chair) has been
known for producing amazing culinary results.
The passion of Big Green Egg fans and aficionados is legendary, and is a large part of the success of this amazing and versatile cooker.
At HPBExpo in March 2011, the company
paid homage to that legacy while introducing
a new logo and a bold, fresh brand identity
that incorporates a tag line that speaks to the
very heart of what using a Big Green Egg is all
about: The Ultimate Cooking Experience™.
Fisher explains, “After all these years of
making the Big Green Egg better and better,
and introducing many industry-leading innovations and patented improvements, we decided
it was time to take a look at the brand identity
itself. While we had grown comfortable with
the image, it was not at all contemporary and

did not adequately present the EGG
as a versatile outdoor cooker with
appeal to all consumer groups.
When we named Ardy Arani as the
new president of Big Green Egg to
succeed me last year, I knew this
would be one of the first parts of
the business to get his attention.”
Arani says, “Ed’s comments are
right on target, as usual. When we
embarked on a new identity initiative, the goal was to create a brand
messaging platform that spoke to
the attributes, both emotional and
functional, that are part and parcel of what
the Big Green Egg is all about. To call it the
ultimate cooking experience might be to
state the obvious, but in many respects, it resonates with our consumers as the perfect
description of what owning a Big Green Egg
means to them.”

Arani continues, “We bring people together
over memorable meals and shared experiences of cooking on the most unique and versatile barbecue or outdoor-cooking product
on the market, and we wanted our messaging
to communicate that. With this approach, we
think we have succeeded.”

Big Green Egg Company Launches New EGGzilla

Ardy Arani, president,
Big Green Egg Company

At this year’s HPBExpo, Big Green Egg
Company unveiled the latest addition to its
already impressive line: the new and
unprecedented EGGzilla™, in a size that
stuns the casual observer. EGGzilla measures twice the size of the already impressive XL EGG, stands 64 inches tall, and provides over 1,800 square inches of cooking
surface.
Ardy Arani, the company’s president,
says, “After all these years of making the Big
Green Egg the best ceramic cooker in the
world, and introducing many innovations
and patented improvements, we decided it
was time to stretch our technology and

Outdoor Lifestyle Unveils New Website
Outdoor Lifestyle (Stanley, North Carolina) has
developed a new website (www.olfurniture.com)
that allows users to view products easily by collection or category, in addition to previewing
current frame and fabric finishes. Virginia
Hamilton, business-development manager for
Outdoor Lifestyle, says, “We have invested a substantial amount of time and effort in ensuring
that both the consumer and the dealer can navigate through our website with ease.”
The website also offers an educational video
describing Outdoor Lifestyle’s manufacturing
processes; this helps dealers with sales-staff train-

10

Patio & Hearth Products Report March/April 2011

ing. “We have created a dealer-showroom section
that showcases how dealers blend Outdoor
Lifestyle’s variety of frame styles and finishes with
our fabrics,” Hamilton explains. “We welcome all
of our dealers to contact us and submit their photography to be showcased in this section.”
In redesigning of its website, Outdoor Lifestyle
used search-engine optimization, which will drive
consumers to Outdoor Lifestyle’s website to find
retailers easily. The attention that the redesigned
website has received is evidenced by a high volume of hits, inquiries about product information,
and overall Internet visibility.

capabilities and see how far we could go.
What you are looking at is testimony to the
fact that there is only one original—and
never equaled—Big Green Egg.”
In anticipation of twice the fun, the
company is also introducing an 80-pound
bag of its branded natural lump charcoal
to accommodate the massive culinary
events that will sure to follow the launch
of the newest EGG. “More and more, we
are bringing larger and larger groups of
people together over memorable meals
and shared experiences, and we needed a
larger-than-life EGG to accommodate all
our fans and supporters,” Arani says.

Erwin and Sons Adds a
West Coast Distribution Center

Greg Voorhis Appointed
Design-team Manager for Glen Raven
Glen Raven Custom Fabrics has announced the promotion of longtime employee
Greg Voorhis to design-team manager, with management responsibilities for the
team of fabric designers dedicated to the Sunbrella® brand. His new responsibilities will include the planning, development, and evaluation of new fabric lines.
He will also work with the Glen Raven Custom Fabrics market managers and
sales teams to oversee exclusive fabric-design work for the company’s broad customer base. Voorhis will continue to report to Gina Wicker, design and creative
director for Glen Raven Custom Fabrics.

TUUCI Expands Its International
Headquarters in Miami
TUUCI, a global leader in the design and manufacture of innovative shade structures,
has expanded its international headquarters facility in Miami, Florida, in response
to its growing business and production needs. TUUCI’s new industrial manufacturing complex encompasses more than 65,000 square feet of production, office, and
logistical space.
“This additional space situates our enterprise for growth well into the decade,”
Dougan Clarke, founder and CEO of TUUCI, explains. “It provides us with an adequate footprint to expand our capabilities and increase the velocity with which our
orders are fulfilled.”
He continues, “Our management team and manufacturing personnel have
designed the new space to improve and streamline our production processes. In
addition, this arrangement will provide a better environment for our Shadow Works
creative division, as well as increasing opportunities for further specialization.”
The addition to TUUCI headquarters marks the company’s fifth U.S. expansion
since it began designing and manufacturing parasols, cabanas, lounges, and other
shade structures in Miami in 1998. The company markets and sells its products
around the world and is regularly recognized for design innovation through industry awards from the Industrial Fabrics Association International and the
International Casual Furnishings Association. Its new Shadow Works division, which
will be based in the expanded space, is a research/development unit specializing in
shaping the future of open-air living and shade design for the company.

Erwin and Sons recently
opened a West Coast distribution center in Long
Beach, California, and
will begin distributing
three of its best-selling
collections: the Sonoma
group, a contemporary
sectional in the mocha
finish, with six deep seating pieces plus conversation and end tables; the
Riviera group in the
Savannah finish, with
Riviera
eight sectional and standard deep seating pieces plus coffee and end tables; and the 10-piece seating and
dining collection, Homecoming, in the saddle finish, with marble-topped coffee
and end tables. All feature Leisureluxe™ custom cushions in Sunbrella® or
Outdura® fabrics. For more information, call Erwin and Sons at (770) 579-0414.

“Having the right people in the right dedicated spaces will make a difference in
our overall effectiveness as an efficient manufacturer answering the demands of
our new, swift economy,” Clarke says. This will have a positive impact on product
innovation “and drive our sales as we extend our reach around the world,” he adds.

New Ventis Class-A
Chimney System Wins Vesta
Olympia Chimney Supply Inc. (Scranton, Pennsylvania) received the 2011 Vesta
Award in the Hearth/Barbecue Components & Controls category at the 2011
HPBExpo in Salt Lake City, Utah, for its new Ventis® class-A chimney system.
According to Will Kozlansky, cofounder of Olympia Chimney Supply, the com-

Circle Reader Service No. 11

March/April 2011 Patio & Hearth Products Report

11

{industry}

Couristan Launches Outdoor-living
Merchandising Program
pany’s employees, customers, and vendors all played a role in making this
award possible.
He says, “The development of the Ventis class-A all-fuel chimney system
was a very long and challenging process that took approximately five
years to complete. In order to make Ventis class-A more than just another
class-A system, it took a tremendous amount of research, feedback from
customers, building of multiple prototypes, and making sure that the UL
process was understood and followed to specifications.”
He adds, “The hard work finally paid off in January 2010, when Olympia
officially received its UL 103 HT listing. Olympia would like to extend a
thank you to all of its partners in the business.” For more information on
the Ventis class-A all-fuel chimney system, call Olympia Chimney Supply’s
customer service at (800) 569-1425 or visit www.olympiachimney.com.

Sunbrella fabrics are
currently being displayed at the Brooklyn
Museum as part of a
design exhibit.

Sunbrella
Fabrics
Displayed at
Brooklyn
Museum

Sunbrella® fabrics,
long known for performance and design
excellence, has joined
the ranks of paintings
by Norman Rockwell,
photographs by Sam
Taylor-Wood, and rare Egyptian mummies as part of a unique design installation
at the Brooklyn Museum. Known as “reOrder,” the transformative installation in
the museum’s great hall includes more than 2,000 yards of Sunbrella fabric
donated by Glen Raven Custom Fabrics.
Gina Wicker, design and creative director for Glen Raven Custom Fabrics,
says, “This is a unique opportunity for Sunbrella fabrics to be part of a highlevel installation that will be seen by thousands of people. We are honored that
Sunbrella was selected and cannot imagine a better way to illustrate the continued evolution of the Sunbrella brand during our 50th anniversary year.”
Conceptualized and fabricated by Situ Studio of Brooklyn, New York,
“reOrder” transforms the 10,000–square-foot great hall from a classically
designed space with 16 columns into the hub of the museum where visitors
can gather or view temporary exhibits. The space has been reimagined using
2,440 yards of Sunbrella canvas natural fabric that is pleated and stretched over
metal frames to create the illusion of growth and change among the columns.
The fabric structures vary in size and volume and are completed by the
installation of benches and tables, at the bases, made of LG Hausys HI-MACS®
acrylic solid surface. Sunbrella fabric was selected for the project because of its
strength and performance characteristics, including resistance to fading, stains,
and spills.
Aleksey Lukyanov-Cherny, a partner at Situ Studio, says, “The material’s
weight, body, weave type, and durability were among the many characteristics
that made Sunbrella fabric a perfect fit. Most of all, the fabric’s ability to capture light and its overall aesthetic appeal helped us achieve the effect we
desired for the ‘reOrder’ installation.”
Also important to the architects was the fabric brand’s commitment to sustainability at the Sunbrella manufacturing center in Anderson, South Carolina,
and through the Recycle My Sunbrella program. Glen Raven and Situ Studio are
already considering creative ways that the 2,440 yards of fabric can be repurposed at the end of the exhibit.

Couristan’s annual outdoor-living merchandising program (offered from
March 21 through June 30) provides
dealers with savings on its full assortment of outdoor/indoor area rugs, as
well as two dynamic display options
that help drive summer sales. Designed
to showcase all seven of Couristan’s
collections of weather-resistant area
rugs, the new Without Walls display
unit gives dealers the ability to customize their featured assortment fully
and provides an easy-to-browse shopping destination for today’s hottest outdoor/indoor area-rug trends.
Housing 40 2x4-foot area rugs,
Couristan’s new Without Walls display Couristan’s new Without Walls display
unit measures just over 5 feet tall by
helps customers select outdoor/indoor
3.5 feet wide by 2 feet deep. This mul- area rugs.
tifunctional fixture is available with an
optional base with wheels, so you can display Couristan’s weather-resistant
area rugs in outdoor retail spaces. Due to popular demand, Couristan is also
offering its Outdoor Living merchandising display box, which comes free
with an initial order of 20 area rugs from the Five Seasons®, Recife, and
Urbane collections.

Leisure Design Adds Charles Sudlow and
Kevin Gardiner to Its Sales Team
Leisure Design, supplier of high-quality outdoor woven
furniture, recently announced the addition of Charles
Sudlow and Kevin Gardiner to its sales force. Sudlow will
be selling products to dealers in Pennsylvania and West
Virginia, and Gardiner will be professionally serving dealers throughout Kansas, Missouri, Nebraska, and Iowa.
Mike Friedrichsen, director of U.S. sales and marketing, says, “Charles brings a wealth of knowledge and
experience to the table, as well as a level of professionalCharles Sudlow
ism that is second to none. Kevin brought a young and
fresh perspective to this industry when he came from a
corporate human-resources management and recruiting
career seven years ago. In that short amount of time, he
has earned the respect of specialty retailers.”
Leisure Design supplies a full line of outdoor woven
products, including sectional pieces, seating, dining, and
accessories. The company offers domestic warehousing and
quick-ship programs, and it will be introducing a custom
special-order program in the spring. For more information, Kevin Gardiner
contact Leisure Design at info@LeisureDesignUS.com.

M&G DuraVent CEO/President
Stephen Eberhard Resigns
The M&G Group, B.V., reports that Stephen Eberhard, CEO and president of
M&G DuraVent, Inc., has made the decision, with the acceptance of the board
of directors, to resign from his positions, effective May 31, 2011. The board
will oversee the process of identifying and selecting a new CEO and president. The company does not expect to make any additional structural changes
or executive-leadership changes in the near future.

Cal Flame Presented 2011 Vesta Award
Cal Spas’ new Rays of Light™ firepit has been presented the Vesta Award in the Art of Fire category
by Hearth & Home magazine—an honor only given to the top hearth manufacturers. Casey Loyd,
president of Cal Spas, says, “Cal Flame is thrilled to be honored as the recipient of the Art of Fire
Vesta Award. This prominent award is a result of our hard work and dedication to our new 2011
Home Resort product line and symbolizes the beginning of a successful selling year for our Cal
Flame brand.”
The new indoor/outdoor Rays of Light firepit displays an ultramodern design and marks a new
direction for Cal Flame. It features a round, table-height design with three cylinders, within the
base, that create three illuminating points of light.

12

Patio & Hearth Products Report March/April 2011

Rays of
Light
firepit

Circle Reader Service No. 13

{industry}

Glen Raven Teams Up With
Outdoor-living Specialist Marcia Blake
Wim Straver, CEO of M&G Group, says, “While the board searches for new
leadership, it recognizes the considerable value that Steve has contributed to
DuraVent over the past eight years in establishing us as a leader in the industry. He has worked tirelessly to improve the value of DuraVent, and we greatly
appreciate his efforts. This departure is not related in any way to the company’s operational performance or financial condition, both of which remain
strong. The board recognizes that this change in leadership is unexpected
news for everyone associated with us, but we have strong leaders driving our
businesses and strong teams of employees driving performance.”

Kingsley-Bate Launches New Website
Kingsley-Bate has launched a new website at www.kingsleybate.com. The substantially redesigned site underscores the company’s forward-looking vision and
its commitment to meeting the expanding needs of dealers and consumers.
The new homepage features a clean, uncluttered design with large scrolling
images of the three furniture categories offered by Kingsley-Bate: teak, stainless
steel, and all-weather wicker. Other feature enhancements include improved site
navigation, an updated dealer locator, an online catalog with a realistic pageturning experience, an improved image library, a dealer page with downloadable forms, and a new Facebook community.
Clay Kingsley, president of Kingsley-Bate, says, “These days, most consumers
begin their search for outdoor furniture on the Internet, so investing in a website that provides the content and features that people need—and then helps
them locate the nearest dealer—is an important part of our promotional effort. I
think consumers and dealers alike will be impressed by what they discover at
our new site.”

Pelican Reef Wicker
Opens Showroom in
Chicago
Pelican Reef Wicker has opened a permanent showroom on the 15th floor of the
Design Center at the Merchandise Mart in
Chicago, Illinois. The manufacturer and distributor of fine rattan and wicker furniture
(now more than 25 years old) has exhibited
at the Chicago International Casual
Furniture & Accessories Market™ since
2007. Having a permanent presence in the
Pelican Reef’s outdoor collection is
Merchandise Mart is expected to help grow
made of high-quality fibers that
its business with architects, designers, and
contribute to the furniture’s high
retailers in the Midwest.
tensile strength.
Allen Calzadilla, executive vice president,
says, “Our indoor and outdoor wicker and
rattan collections are extremely successful, based on their price points, quality
materials, and domestic quick-ship warehouse program.” Based in Miami,
Florida, the family-owned furniture brand has immediate in-stock inventory
available. The showroom manager is Dianna Gniadek, who can be contacted at
dianna@pelicanreef.com.

ICFA Announces New Retail Council Members

As part of its continuing focus on promoting the outdoor-room concept
with consumers, Glen Raven has
retained the services of a nationally
recognized outdoor-living specialist,
Marcia Blake. Blake will work with
the Glen Raven marketing and sales
teams to further the development of
a Sunbrella® fabric-kiosk program
and Solair™ awning program for specialty retailers.
The Sunbrella kiosk program from Marcia Blake
Glen Raven provides consumers with
information on Sunbrella fabric design options and access to cut yardage.
The new Solair retractable-awning program includes in-store awning displays and assistance with retractable-awning installation. Both programs will
help to transform decks and patios into outdoor rooms.
Suzie Roberts, vice president and business manager for decorative fabrics for Glen Raven, says, “Marcia is helping us combine the knowledge and
experience of specialty retailers with her own design expertise and aesthetic for outdoor spaces. By promoting the outdoor room, we believe we can
create growth opportunities for our retail specialty partners.”
Blake, president and creative director of Outdoor Interiors®, will work
with specialty retailers to gain a better understanding of current best practices. At the same time, she will offer her assistance as a consultant and
design authority focused on outdoor lifestyles.
“Specialty retail is the ideal venue for marketing the outdoor room to
consumers,” Blake says. “The goal we share with patio stores is making this
concept come to life through merchandising, visual displays, and integration with the sales process. Our success will result in a more enjoyable
shopping experience for consumers and opportunities for retailers to offer
not just one or two products, but an entire lifestyle.”
Blake’s company, Outdoor Interiors, is a full-service design company
specializing in creating outdoor environments, including her own collection, Outdoor Couture®. Through her company’s website, www.outdoorinteriors.com, Blake is the author of a blog, retail-ol-ogy (which also
appears on www.sunbrella.com and offers merchandising and visual-display recommendations). She is a regular contributor to national consumer
and trade magazines in the home segment and is a sought-after speaker.
Park, Illinois) and David Schweig of Sunnyland Furniture (Dallas, Texas)
have joined the council for a two-year term.
Continuing in leadership roles on the 2011 Retail Council are Greg
Martin of Kolo Collection (Atlanta, Georgia), chair, and Cathy Galbreath,
ABSCO Fireplace & Patio (Birmingham, Alabama), vice chair. Joanne Clime
of Stauffers of Kissell Hill (Lititz, Pennsylvania); Keith Guidry of Percy
Guidry Hearth & Patio (Lafayette, Louisiana); and Larry Talbott of Fishel’s
(Portland, Oregon) are serving terms on the council that will conclude at
the end of 2011.
Gary Ecoff of Carls Patio (Boca Raton, Florida) and Kristine SchultzHutchinson of Patios Plus (Rancho Mirage, California) are serving terms
that conclude at the end of 2012. Paul DeMerlis of The Sign of the Skier
(Toronto, Ontario); Mary Fruehauf of Fruehauf’s Patio & Garden (Boulder,
Colorado); and Becky Stover of Stover Hearth & Patio (Frederick,
Maryland) are serving terms that expire at the end of 2013.

The International Casual Furnishings Association has added two new members to its Retail Council. Bruce Erickson of Williams All Seasons (Highland

Follow us on Twitter: @patiohearth
Stay on top of the latest news and new-product
introductions/collections in the
patio, hearth, barbecue/
grill, outdoor-kitchen, and
outdoor-living industry.

Casual Creations Expands
Its Manufacturing Capabilities
Casual Creations (Sarasota, Florida) has moved to a new manufacturing
facility of just under 200,000 square feet, doubling the company’s production space. It has also added a new paint line. This new facility allows the
company to produce top-quality patio furniture, at competitive prices, while
growing its business to new levels.
Arthur James Jr., president/CEO, says, “We have tried to make this transition
as smooth as possible, without any interruptions to production. We have been
moving areas of the factory one stage at a time, and all areas of operation are in
full production. We have kept this quiet so no one would get worried during
this transition; however, without losing a beat, production has maintained ontime delivery.”
continued on page 77

14

Patio & Hearth Products Report March/April 2011

Circle Reader Service No. 15

corporate

PROFILE

glass
experts
SCHOTT ROBAX is known for a lot more than just making pretty glass.
by CHERYL DANGEL CULLEN

a

t first glance, it is clear that
SCHOTT ROBAX® is a manufacturer of glass ceramic for
fireplace and stove manufacturers, but
the company wants the world to
know that it is much more than that.
Cofounded by Otto Schott as the
SCHOTT & Associates Glass
Technology Laboratory in 1884 in
Jena, Germany, SCHOTT ROBAX is
credited with revolutionizing the science and technology of glass. Schott
has since been called the “founder of
modern-age glass technology,” according to Karen Elder, marketing manager
for SCHOTT ROBAX, based in
Louisville, Kentucky.
The company puts that technology
to work as a leading developer of specialty glass, supplying solutions to a
variety of industries (ranging from
national defense, solar energy, and
pharmaceuticals to architecture and
household appliances).Telescopes,
solar panels, glass syringes, fire-rated
glass, cooktops, and (of course) fireplace ceramic glass are just a few of
the thousands of products that
SCHOTT makes.
Today, SCHOTT, with worldwide
sales of approximately $3 billion,
operates in 42 countries and
employs more than 17,000 people.
In North America, SCHOTT’s holding
company (SCHOTT Corp.); its subsidiary (SCHOTT North America,
Inc.); and their affiliates employ
about 2,500 people in 14 production

16

operations with six sales offices.
SCHOTT ROBAX works closely
with its customers and partners and
has a 25-year membership in the
Hearth, Patio & Barbecue
Association. Because of this, Elder
says, “We have developed a unique
understanding of the hearth industry, which really works to the advantage of our customers.”
She continues, “SCHOTT is not
the type of supplier that just drops
off the product at the dock and
drives away. We’re proud to form
true partnerships with our customers and the industry. We conduct
market research on both consumers
and hearth dealers and share our
findings with customers. It’s a great
way to make sure we stay on top of
the needs of the market and latest
trends and helps us provide our customers with the best solutions. We
also invest in engineering to help
our customers develop innovative
uses of glass ceramic that enable
them to make better products.”
When purchasing a fireplace or
stove that uses glass, there are a
number of important factors to consider about the type of glass that is
used. Heat and fuel efficiency, safety,
and cleanability are some of the top
concerns that consumers have
when it comes to picking a fireplace
with glass.
“If you’re looking for an inexpensive and effective room warmer, an

Patio & Hearth Products Report March/April 2011

open fireplace probably isn’t the
way to go,” Elder says. “Fireplaces
without a glass panel are energy and
heat hogs. Between 60% and 85% of
their heat goes straight up the chimney. In comparison, fireplaces closed
off with a panel heat at least 75%
more efficiently and use nearly half
the amount of fuel.”
When considering a closed fireplace or stove that produces high heat
levels, glass ceramic is essential
because it withstands higher temperatures. For example, ROBAX, which is
SCHOTT ROBAX’s transparent glass
ceramic, can sustain temperatures
above 1,382 degrees (750 degrees
Celsius) without shattering. Ceramic
glass such as ROBAX also has high
heat transmission, which allows more
of the heat produced inside the box to
transfer through the glass and into the
room for efficient heating.
“As a result of allowing the fire to
burn hotter, fireplaces and stoves with
glass ceramic also burn fuel more
completely,” Elder explains.“More carcinogens are burned off and fewer
pollution particulates are released up
the chimney.The EPA has determined
that glass-ceramic hearths and stoves
are energy efficient, and ROBAX is a
key element that qualifies a stove for
EPA certification.Without the ability of
the glass to take heat, the fire could
never be hot enough to burn off these
harmful carcinogens.”
Homeowners can enjoy this major

benefit while maintaining the mood
created by the fireplace, too.“You can
enjoy the sights, sounds, and ambience
of the fire without having to worry
about smoke, sparks, furniture damage,
or little hands accidentally getting into
hot embers,” Elder says.
SCHOTT ROBAX is doing its best,
these days, to keep its customers—fireplace and stove manufacturers—out of
any hot embers, too.“It’s a tough business environment for hearth dealers
right now,” Elder says.“The industry is
down, and some (especially small dealers) are having a really tough go of it.
With 125 years of glass expertise
under our belts, we’re now turning
our focus to equipping dealers with
the tools they need to sell fireplaces
and stoves that contain ROBAX.We are
investing resources in helping dealers
take advantage of every sales opportunity who walks through their doors.”
To that end, the company has
worked to solicit customer feedback
on the types of resources and materials that retailers need to increase their
sales. Elder says,“We’re using that information to inform the development of
the dealer-education program that
we’re launching, this year, to meet
small dealers’ needs.”
She adds,“We want readers to
know that we are working hard in the
industry to deliver more than just a
piece of glass.We are true partners
and innovators within the hearth
industry.”

SCHOT T ROBA X ® glass-ceramic not only
warms a room, it heats up sales too.
SCHOTT ROBAX® has engineered a glass-ceramic that enhances both the enjoyment and
efﬁciency of a ﬁre. Our German-designed glass withstands temperatures up to 1400° F
without damage, while it radiates heat to evenly warm up most rooms. Best of all, our
glass-ceramic is easy to clean, ensuring years of clear viewing. Demonstrate the difference
of our glass to your customers, and they’ll see why SCHOTT ROBAX® is the ideal glass to
keep them warm and safe.

www.schottrobax.com

Find us on
Look for the Warm & Safe promise only on
products with SCHOTT ROBAX® glass-ceramic.

®

ROBAX is a registered trademark of SCHOTT AG.

Circle Reader Service No. 17

spot

LIGHT

Shade-product makers
have introduced a wide
range of designs and
color choices for today’s
discerning customers.
by CHERYL DANGEL CULLEN

C

shade solutions

onsumers have become picky about
shade, which gives a whole new meaning
to the phrase made in the shade.
Consumers want their shade—their way. They are
not looking for a one-size-fits-all solution, but a
shade solution tailored specifically to their needs.
Bryan Sanches, sales manager for California
Umbrella (Pomona, California), says, “Consumers
not only want to upgrade the setting in their
patios, but want to make that space totally their
own. We are seeing more and more special orders
with color combinations and canopy cuts that run
the gamut in creativity.”
Homeowners are getting creative about what
they want to put under that shade, which means
bigger umbrellas. Jeff B. Dorough, vice president of

18

Patio & Hearth Products Report March/April 2011

sales and marketing for Treasure
Garden/Shademaker (Baldwin Park, California),
says that sales of his larger styles are on the
upswing—and he isn’t alone.
Dougan Clarke, founder and CEO of TUUCI
USA (Miami, Florida), says, “The amount of shade is
increasing, as is what people are doing beneath
that shade. They are putting sectional sofas under
umbrellas, and the need to shade those large seating groups is paramount. We’re responding to that.
We’re making shades that go up to 20 feet square.
What you can do beneath them is fantastic.”
They also want their shade in different shapes.
“Not everyone wants the traditional market
umbrella,” Clarke says. “People want extreme function and extreme style. There’s no reason shapes
need to be triangle or dome. Why can’t an
umbrella look like a manta ray, a stingray, or
another shape?”
Consumers aren’t all about just looks, either.
They are also particular about construction,
according to Jeff Leisen, national sales manager

for Galtech (Newbury Park, California). He says,
“We are seeing more requests for umbrellas with
fiberglass ribs in residential applications. Typically,
this has been more of a contract/commercial
demand; however, consumers are now embracing
the fiberglass-rib concept.”
TUUCI has introduced a large cantilever
umbrella that ranges from 8 feet square to 12x24
feet. “That’s a giant amount of shade on one mast.
It resembles the mast on a sailboat, which is in
keeping with our marine roots, and it looks like a
large piece of teak lumber,” Clarke says.
A unique telescoping system allows the umbrella to be closed above tables and chairs without
moving them. “You can have a dining group on
one side that seats 12 and—on the other side—
have a deep seating sectional area,” Clarke adds.
As far as color trends go, what Leisen calls
organic colors are coming into broad use. “Color
is in demand; however, the color is more subdued
than the bright colors that were popular a few seasons back,” he says.

Another trend
favors longevity.
Sanches notes,
“Consumers are
responding very
intently to our
new EZ Lift series,
as they look for
something other
than the traditional crank/tilt umbrella
that they have to replace every few years.
Having an innovative design option has
proven a boon to our retailers, even at
this early stage in the season.”
California Umbrella’s EZ Lift series is
a collection of market umbrellas that feature a simple canopy lift operation that
works without the use of any cranks,
cords, or pulleys to open the umbrella.
“The response from retail consumers
and contract designers alike has been
tremendous,” Sanches says. “Our design
shows off some of our strengths as well:
We use the thickest and strongest fiberglass on the market in our canopy support for the EZ Lift series, so it truly is
the ultimate commercial umbrella
(which does double duty as a perfect
solution for a residential setting).”
California Umbrella has also gone
green. “We are proud to be offering
100% recycled fabrics on our top-selling

collar-tilt umbrella models, which feature
fiberglass ribs, and educated consumers
have taken note,” Sanches says. The company plans to release new meranti-wood
umbrellas, which will feature teaklike
performance and Forest Stewardship
Council certification; meranti is a wood
from the shorea group. The meranti
umbrellas will be available with 100%
recycled fabrics at “a fraction of the cost
of a teak umbrella,” Sanches says.
FiberBuilt Umbrellas (Lauderdale
Lakes, Florida) has a new Guy Harvey
10x10-foot pop-up tent with a powdercoated steel or aluminum frame and a
polyester canopy that showcases Guy
Harvey’s popular billfish artwork.
The Palm umbrella that FiberBuilt
introduced at the 2010 Chicago
International Casual Furniture &
Accessories Market™ was well received,
according to Paul Knapp, president and
CEO. The umbrella is custom manufactured in the company’s Fort Lauderdale
plant using the same patented process
as its FiberTeak line. Both the finial and
the hub are fiberglass and are molded
from a real coconut, explaining their
authentic appearance.
Another addition to the FiberTeak collection is an aged-teak finish. FiberBuilt
has also added new finishes to match the

new Prestige collection’s finishes, including a granite finish. This spring, FiberBuilt
will introduce a new line of bigger
umbrellas, with the first introduction
being a 10x10-foot square umbrella that
will feature a larger nylon hub and
redesigned 0.75-inch fiberglass ribs.
FiberBuilt has made a number of
changes to its patent-pending fiberglass
bases. Currently, the 110-pound and 150pound bases can be ordered with
wheels; one more heavy size will be
added this spring.
Galtech’s new 887 cantilever umbrella was well received at Casual Market,
according to Leisen. He says, “We have
implemented an innovative tilt-control
wheel on the frame to enable the
canopy to tilt both left and right at a 30degree angle. It’s arguably the most efficient tilting system available on a large
cantilever umbrella.”
The company has also added more
commercial-grade aluminum umbrellas
to its lineup for 2011. “Our new 7.5-foot
722SR model provides a very high-end
appearance at an affordable price point.
We use double-wall–thickness aluminum, solid resin hubs, and machined
hardware on our commercial series
frames to elevate their durability for use
in the contract market,” Leisen says.

Bottom right: A high-end appearance is available
at an affordable price with Galtech’s new 7.5-foot
722SR model.

Galtech is paying attention to consumer demand for ease of use as well.
“Our auto tilt provides the user with
access to the tilt function, with very little effort required to engage the tilt. The
system is designed so that the stress is
placed across multiple pulleys (as
opposed to one pulley); thus, the tilt
position is much easier to achieve. The
stainless-steel cable has been proven to
outlast other materials used to crank up
the umbrella, such as nylon cording,”
Leisen says. Galtech issues a full twoyear warranty on the cable.
Treasure Garden’s recent introduction in the contract/hospitality sector is
its Shademaker line. The collection features six styles in a silver-anodized
extruded-aluminum frame, durable fiberglass/resin parts, and Sunbrella® awninggrade fabrics. “Architects and designers
love the nautical design, and we are getting key placements,” Dorough says.
Treasure Garden itself has introduced
a new 12x12-foot Garden Pavilion. The
style features an extruded-aluminum
frame, an O’bravia awning-grade fabric

March/April 2011 Patio & Hearth Products Report

19

spot

LIGHT

New in Treasure Garden’s collar-tilt series is a new
bronze anodized finish. “Along with our lower 2011
collar-tilt prices, this new finish is more durable than
powder coat and will provide our Treasure Garden
dealers with a strong competitive advantage in the
marketplace,” Dorough notes.
In May,TUUCI will introduce a Plantation cantilever
umbrella and a double cantilever parasol umbrella. The
Plantation line features the Aluma-TEAK finish. It looks
like an “authentic oiled-teak finish, and it fools almost
everyone who sees it,” Clarke says. “It has the durability of aluminum and the warm look of teak, without
the maintenance of a natural-wood product.”
TUUCI is also introducing the Ocean Master MAX
Dual Cantilever Classic™, a modern, new-world version of the double cantilever. Clarke says, “Now, we
have a new-world style and an old-world style.”
Most manufacturers are taking their production a
step further to secure sales. Sanches says, “One of our
strengths is really in our production capability and
speed to market. Our factory has one of the largest
logo-printing operations for umbrellas in the world, and

roof, decorative corner fabric draperies with tiebacks,
and two choices of fabric walls (privacy or sheer), “all
at an affordable price point,” Dorough says. “There is
no product in the marketplace of this quality and at
this price point.”

Left top: FiberBuilt’s Palm umbrella has a fiberglass finial and hub
that look like real coconuts because they were molded from one.
Left bottom: California Umbrella’s EZ Lift umbrella series features an
11-foot square canopy (shown here) and 9- and 11-foot octagons.
Right top: Galtech’s 737 series is one of its most popular lines,
available in eight colors.

Go beyond ordinary.

Design-edly
Different!
beach
patio
market
ZIPJACK

CUSTOM
UMBRELLAS
ZIPJACK INDUSTRIES, LTD.

ELMSFORD, NEW YORK 10523
TEL 914.592-2000 FAX 914.592-3023

WWW.ZIPJACKUMBRELLAS.COM
Circle Reader Service No. 20

20

Patio & Hearth Products Report March/April 2011

Right bottom: Treasure Garden’s collar-tilt collection is available in
four styles and provides the consumer with an advanced, infinitedegree tilting system.

it has more material and size variations on just one
model of an umbrella than some umbrella companies
have in their entire catalog.”
He continues, “With a production model that sees
orders completed either in China or in California, our
ability to cover almost any design or consumer specification in a timely fashion—and at a truly competitive
cost—is unequaled at any point, including at the height
of the season.”
Clarke suggests that TUUCI’s Shadow Works department gives the company an edge. The department consists of the company’s best engineering, marketing,
sales, and production personnel, all of whom have
input into product design. He says, “We took the best
of our departments and established a group that can
create these shade systems for where the market is
going. All the innovations we have done in the past few
years have come through this department, and we’re
proud of what they’ve done.”
Ultimately, manufacturers won’t have it made in the
shade without one thing: Clarke says, “Exceeding
expectations and postsale follow-up are extremely
important and will keep customers coming back—and
referring others to us.”

a dream
fulfilled
A Connecticut retailer attains his goal of owning the business that he worked for in high school.
by KIMBERLY RODGERS photography by ADAM KOHUT

s

ince he resurrected Porch &
Patio, a Connecticut retail
landmark, Jeff Heitmann is
more than satisfied with the outcome. “Our first year is right on pace
with where I thought we would be,
in terms of sales volume and numbers, so I am very happy with that,”
Heitmann says.“More important is
the response to being back open
that we have received from the community and the customers.”
The original Porch & Patio was
founded in 1951 in Orange by Sid
Teitelman, who ran the business
with his wife, Hilda. Porch & Patio
grew to include six locations in the
Greater New Haven region. It built
a rock-solid reputation by offering
top-quality brands, excellent customer service, and loyal staff.
Teitelman sold the business in
2003, and Porch & Patio remained
open (under new ownership) until
it filed for bankruptcy in 2006.
Heitmann is especially close to
the Porch & Patio brand because he
began working at the original store
in 1990, when he was in high
school. He stayed with the company for 15 years, eventually becom-

22

ing vice president of operations for
all six stores.
After the business closed,
Heitmann opened two other
patio stores (with another former
Porch & Patio manager) in
Wethersfield and Canton. When
the opportunity came for him to
reopen Porch & Patio—in its original location—Heitmann jumped
at the chance to bring back the
legendary retail name.

OLD AND NEW
Customers will continue to find
the same high-quality furniture and
unmatched customer service they
expect from Porch & Patio—along
with a few changes. The store’s
location and telephone number
remain the same; however, the
building’s owner completed an
extensive renovation of the site,
bringing it up to the latest standards and codes.
It is now one of the nicest buildings situated on Orange’s bustling
commercial corridor, Boston Post
Road, and it has an interior space of
just over 6,000 square feet.
Heitmann also brought back the

Patio & Hearth Products Report March/April 2011

store’s original logo, which depicts
an umbrella and table, and modernized the wording to give it more
prominence.
Historically, Porch & Patio was
the place to shop in Connecticut
for products of a higher level of
quality, and that concept will
remain unchanged. Heitmann will
also focus on varying price points
(within the midrange to high-end
category) to appeal to a broader
range of people and accommodate
just about any budget, he reports.
“There was always value in what
Porch & Patio carried, but in this
economic climate, you have to be
sensitive to many different aspects.
We want to focus on the value we
are giving people, and at the same
time, offer them different choices,”
he says.
Customers will still enjoy the
same high level of service that they
came to expect when visiting Porch
& Patio. “Mr. Teitelman was my mentor, and he taught me everything I
know about this business,”
Heitmann says. “One of the most
important things was that you have
to let your customers know they

are valued and that you appreciate
their business.”
In today’s service businesses,
Heitmann notes, many customers
have come to accept mediocrity.
He says, “We bend over backward
and treat people the way we think
they want to be treated. People are
not coming in here every year to
buy this product. You only get a
short window to make an impression on your customer, so we go
above and beyond to leave a lasting
impression.”
Porch & Patio carries products
from some of the best outdoor-furniture manufacturers in the industry, including wicker lines from
Lloyd/Flanders, Acacia Home and
Garden, Ratana, and Braxton Culler;
cast-aluminum products from
Hanamint and Gensun Casual
Living; and aluminum furniture
from Tropitone, Woodard, and
Winston.
In addition, there is wooden furniture from Jensen Leisure
Furniture, New River, RockWood
Teak Furniture, and Gloster, as well
as synthetic-wood products from
Breezesta and Seaside Casual.

Circle Reader Service No. 23

marketing M A N E U V E R S
In 2010, Porch & Patio saw big sales
in the categories of high-density plastic
lumber from Breezesta and Seaside
Casual and Forest Stewardship
Council–certified ipê wood from Jensen
Leisure Furniture. “Customers were really in tune with the high-density plastic
because of the low maintenance factor
and the comfort. Ipê appealed to many
people who came through our showroom because of its look, style, and
design,” Heitmann says.
Porch & Patio also sells fireplace systems, gas logs, and accessories.
Heitmann is committed to building this
side of the business over the next two
seasons, and he also plans to add an outdoor-kitchen display.

BACK IN BUSINESS
Heitmann celebrated the grand
reopening of Porch & Patio on April 9,
2010, with a large gathering of family,
friends, members of the business community, and Teitelman, the man who
started it all. “Mr. Teitelman passed away
in September, so I was very happy to get

Porch & Patio back open and that he
was able to see it,” Heitmann says. “He
was 95 years old, but he would come
down to the store almost every other
day. He would see old customers and
really got a big kick out of it.”
The reopening also received attention from the local media, including
coverage in the New Haven Register
and an interview with Heitmann on a
popular Connecticut morning television
show. In his first year of business, his
advertising focused on the traditional
media avenues (television, radio, and
newspapers), primarily to spread the
word that Porch & Patio was open again
and to advertise sales and specials.
“My philosophy on advertising and
media is that there is no right or wrong
combination. I try to find different mixes
and come up with what I think is the
best game plan,” Heitmann says.
Social marketing is gaining traction
with small businesses across the country, and like many other independent
retailers, Porch & Patio can also be
found on Facebook. “In the next five to

10 years, I feel there will be less advertising in traditional media, and we will
need to focus more on social media,”
Heitmann says. A good deal of marketing
effort was also directed toward developing Porch & Patio’s inviting and easy-tonavigate website.
Heitmann is working with interior
designers and landscapers, and he hosts
meetings for local community organizations at the showroom. “It might not
result any direct sales, but at least it gets
people in the store and gets them talking
about the brand. The name of the game
is to get people in the store on a regular
basis to keep the revenue stream consistent throughout the year,” he says.
To that end, Heitmann plans to
expand Porch & Patio’s interior-accessories selection; he has reserved 500
square feet of the showroom to include a
new line of totes and handbags that he
recently ordered, along with other traditional gift items.

CONTINUING A LEGACY
The reopening of Porch & Patio has

touched generations of people in
Connecticut, giving them a chance to
reconnect with their past and build for
the future. “There is a tremendous
amount of brand recognition and a very
loyal customer base that Mr. Teitelman
built over 60 years. I had old customers
bringing me homemade cookies and
small gifts, saying how happy they were
that Porch & Patio was back in business
because now they had a place to go to
buy high-quality outdoor furnishings and
accessories. That gave me a great feeling
and a sense of pride that I did the right
thing in getting Porch & Patio back
open,” Heitmann says.
Ever since he began working at
Porch & Patio, Heitmann had a vision
that one day, he would be running the
show. In fact, when he first started
working there, he came home and told
his grandmother that he would own the
store one day. Today, Heitmann is very
thankful that he was able to realize his
dream from long ago. He says,
“Everything really fell into place. It was
just meant to be.”

Casual Creations Expands Its Reach Nationwide
by KIMBERLY RODGERS

A

s Casual Creations (Sarasota, Florida)
ramps up its efforts to expand its reach in
offering high-quality outdoor aluminum furniture nationwide, Arthur James Jr., CEO, plans to
ensure that the core business values on which
the company was founded remain in place.
His father, the late Arthur James
(1939–2009), started Casual Creations in 1979
and sold the business in 1985. The company
was subsequently held by two different owners until the younger James and his father
reacquired it in October 2002.
“Since that time, we have been rebuilding
and restructuring the company with new
designs and styles, and growing the business
based on customer relations and quality service,” James says. “I have my father’s legacy to
continue.” Today, the company is still family
owned and operated.
Casual Creations offers over 250 frame
styles, which are available in dozens of finish
colors and with a multitude of fabric options.
All furniture is proudly made in the United
States, and it incorporates top-quality aluminum construction. Frames feature sturdy
tubular walls that are never less than 0.063
inches thick, providing long-term durability
and greater resistance to denting.
Full-circumference welds are also used on
each piece to provide superior strength. Each
frame is thoroughly cleaned and dried; it is
then treated with a special sealant, before
painting, to prevent corrosion and add longevity to the painted frame.
“We have an incredible breath of product—
backed by quality, service, and value pricing—to
let customers know they are important to us,”
James says. “We have everything from introductory price points to high-end, fully cast collections.” For the 2011 season, Casual Creations
offers two new lines that are both top sellers.
The clean, simple design of the Regatta col-

24

lection’s tubular construction offers great comfort and style in any outdoor setting. Regatta is
available in deep seating, sling, and cushioned
dining pieces with coordinating tables. The
plush cushions feature detailed, contrasting
welting. “The Regatta collection has a simple
style that really sets it apart. It has its own
class and uniqueness, and has been a handsdown winner for us,” James says.
The Hemispheres collection is another new
hit for the company. It features an Asianinspired design with comfortable high-back
seats and is available in deep seating, sling,
and cushioned dining options. The highlight of
the collection is the sectional, which offers a
corner section with a seat.
Casual Creations also has a number of goto collections that have long been popular with
its dealers, including Siesta, at an introductory
price point, and Sterling, at a midrange price.
Both are fully rounded collections with sling,
comfort sling, and dining options. Paradise (a
traditional collection) and Tribeca (which features a contemporary design and contoured
seating) are also big winners for the company.
James says that he is seeing a slight trend
among younger patio-furniture purchasers;
they lean toward a contemporary or transitional style. “Our current lines are based more on
traditional styling, with a few contemporary
and tropical influences thrown into the mix. We
don’t want to lose touch with the traditional,
which is our everyday sale,” he says.
Looking further ahead to the 2012 season,
James is excited about some innovative
designs and colors that the company will be
introducing. He says, “We have some great
ideas coming up in both our contract and our
retail sides.”

BUILDING FOR THE FUTURE
Until recently, most of Casual Creations’

Patio & Hearth Products Report March/April 2011

focus has been on
the Southeastern
United States. With
the recent appointments of Chad Harper
(vice president of
sales), who will oversee specialty/retail
and contract/commercial sales, and
Frank Duran (vice
president of business
development), Casual
Creations’ presence in
both the contract and
retail marketplaces
will soon increase
nationwide. “We are
aggressively going
after both markets
simultaneously,”
James says.
He continues,
“The synergy in our
group is phenomenal, from our management all the way
through to our staff. We are young, ambitious, and in a growth mode. We had a
great 2010, with double-digit increases.”
To meet the needs of its escalating growth,
Casual Creations recently moved to a new
facility, nearly doubling its manufacturing
space (from 97,000 square feet to 180,000
square feet).
“We are still located in Sarasota and are
operating under the same management and
personnel, so there were no hangups in our
transition,” James says. “The move was executed almost without delay, and we experienced no downtime in production or delays
in shipping. The whole process of moving

Top: The Hemispheres
collection is available in
sling, cushioned dining,
and deep seating.
Middle: Detailed, contrasting welting is featured on
the Regatta collection’s
plush cushions.
Bottom: The Paradise
collection is one of
Casual Classics’ most
popular lines.

was very smooth and
seamless.”
The new plant features a state-of-the-art
powder-coat line, allowing the company to
quadruple its capacity and meet growth projections. “With the economic times, we took
advantage of the opportunities to grow the
business. We have high expectations for the
2011 season and for going into the 2012 season,” James says.
He adds, “We want to be a world-class
company, doing what we say and saying
what we do—shipping a quality product on
time, every time. I would put us among the
top manufacturers in providing what is as
good, if not better, than what everybody else
provides in the industry. Our customer service is impeccable, and relationship building is
one of our main goals.”

Circle Reader Service No. 25

hearth R E TA I L E R

Top: Thousand Oaks Fireside and
Design is known for its progressive,
fashionable style of retailing hearth,
barbecue, and home products.
Bottom: Opened in late 2010,
Thousand Oaks Fireside and Design
was the vision of Southern
California hearth retailer Bob
Vartanian.

hen Bob Vartanian was designing his
newest hearth store in Thousand Oaks,
California, people walking down the
street would stop and ask what kind of restaurant he
was opening. Nothing could have pleased Vartanian
more—because his vision for Thousand Oaks Fireside
and Design was of a space that is as far from a momand-pop fireplace shop as one could get. Every inch
of the slick new store is about bringing color, design,
and motion to one’s lifestyle.
Vartanian is known as a visionary in the Southern
California hearth market. As the owner of three other
fireplace stores in the greater Los Angeles area, he has
built a loyal following of interior designers, home
builders, architects, and homeowners who trust him
to provide the finest products and service. His connection with his customers has taken hearth retailing
to the next level.
In November 2010, Vartanian made his next move
when he opened Thousand Oaks Fireside and Design.
The store’s design-focused showroom is filled with
showpieces that are intended to ignite its clients’ passion for everything hearth related.

LIFESTYLE IN MOTION
When a visitor walks up the front steps and
between the glass doors of Thousand Oaks Fireside
and Design’s urban storefront, the first thing to
catch the eye is an enormous, ultramodern, seethrough gas fireplace with a red porcelain facing
and a circular opening. Made by Heat & Glo™, it is
26

Patio & Hearth Products Report March/April 2011

photography by CHRIS HATOUNIAN AND ERIC ERICKSON

the only one of its kind on display
in the United States.
Manager Tom Malinowski, who
has worked as a patio/hearth retailer in Thousand Oaks for nearly 30
years, says, “When people see the fireplace, they
instantly know they’re going to find something special at our store.”As one explores further, there is a surprise at every turn. The 4,000–square-foot space features fireplaces of every shape and size, in addition to
many one-of-a-kind displays—and the latest in technology, including a showstopping, 60-inch, linear gas
fireplace with flaming crystals.
The store’s red-carpet room, which has floor-toceiling red draperies and crimson carpeting, serves as
a plush backdrop for high-end custom tool sets and
custom firescreens. The barbecue room, with its
green simulated grass and ceiling sky mural, is an outdoor gourmet’s dream, featuring custom barbecue
islands, pizza ovens, and a selection of grills from top
maker s—which
include Kalamazoo
Outdoor Gourmet,
Twin Eagles/Delta
Heat, Luxor™ Outdoor Kitchen Products, and TEC®
Infrared Grills (to
name a few).There’s
also a room dedicated to electric fireplaces, and another
with an artful display of mailboxes
and weathervanes.
When the sun

goes down, the store takes on whole different vibe.
“We have dim, nightclub-style lighting that really
makes our burning fireplaces come to life,”
Malinowski says. All of the store’s huge windows are
fitted with well-lit turntables that spin slowly throughout the night, showing off each window’s most interesting pieces. “We are facing a major boulevard, so
passersby see the motion and flickering light through
the windows and do a double take,” Malinowski says.
Vartanian’s dream is for the store not only to give
people a place where they can purchase fireplaces,
but also to provide them with a spot where they can
relax, get inspired, and visualize fireplaces in their
houses. “We are filling in the palette for our clients,”
Malinowski explains.

WOOING CLIENTS
The store’s grand opening, in November 2010, was
executed with Vartanian’s signature easygoing style,
not with over-the-top hype. “We had a neighborhood

One-piece construction with installation
brackets built into the casting.

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a truly authentic and elegant look.

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Majestic is a brand of Monessen Hearth Systems Co.

Circle Reader Service No. 27

hearth

R E TA I L E R

Twin-Star’s Electric
Fireplaces Heat Up
the Marketplace
by SHARON SANDERS

E

lectric fireplaces have long been regarded by hearth retailers as purely decorative luxuries. Over the past 15 years, however,
the electric fireplace has undergone a transformation that would impress even the most
diehard hearth purists.
With the advent of new technology, this
often-misunderstood appliance has become
an easy, cost-effective way to add ambience
to any room in one’s home, in addition to
becoming an efficient zone-heating source.
Everyone—from the apartment dweller to
the homeowner—is warming up to the idea
of today’s modern electric fireplaces, and
sales are reflecting that fact more every year.
As a result, hearth retailers are dedicating
more of their precious showroom space than
ever before to electric fireplaces.
Twin-Star International Inc., manufacturer of ClassicFlame electric fireplaces (based
in Delray Beach, Florida), has been a pivotal
player in the evolution of electric fireplaces,
stoves, and heaters. It has poured a tremendous amount of effort into research and
development, creating a fresh niche and a
new generation of customers for electric
hearth products. The company started, in
1996, as a manufacturer of heirloom-quality
home furniture.
A few years later, CEO Mark Asofsky (and
his partner, at that time) began looking into
the business of electric fireplaces. They recognized, almost instantly, that all of the major
players in the electric-fireplace business were
heater or appliance companies that possessed
little or no knowledge of how to showcase
their products. “The companies would put
their fireplaces in a simple wood cabinet that
did nothing, visually or functionally, for the fireplaces,” Asofsky says.

A NEW ERA
As a company with furniture roots,
Twin-Star saw an opportunity to take electric fireplaces to the next level by producing heirloom-quality furniture and mantels
to frame the electric inserts. “It was the
perfect marriage. We were able to turn a
simple fireplace into the focal point of a
room,” Asofsky says.
The company quickly caught up with its
competitors, in terms of fireplace technology, and it has become a leader and innovator in the electric-appliance category. TwinStar created the ClassicFlame brand in 2004
and began selling its fireplaces to specialty
hearth retailers.
ClassicFlame quickly pulled away from
the pack when it became the first manufacturer to develop and use LED technology in
its fireplace inserts. LEDs were able to create

28

a realistic flame effect that had never
before been seen from an electric fireplace. Alexia Rouquette, director of
marketing and public relations, says,
“I’ve witnessed many people walking
up to our fireplaces and actually trying
to warm their hands over the flames.”
LEDs make a huge difference in
energy savings as well. A typical electric fireplace uses
incandescent candelabra light bulbs,
which require up to
120 watts just to operate the flame effect.
LEDs use only 11.2
watts. Rouquette
explains that energy
savings vary, depending on a number of
factors—including
how often the fireplace is used, its temperature setting, and
the local cost of electrical power.
“What is unequivocally true, however, is
that turning down a home’s heating system
and using a zone heat source—only in the
room you’re in—can save money overall,”
she says. All of ClassicFlame’s electric fireplaces can be used with or without heat and
are perfect for zone heating. “The power that
an electric fireplace is drawing from the outlet, except for the watts for the flame effect,
is all converted to heat, so the cycle is 100%
energy efficient,” she adds.

NO LIMITS
Now that electric fireplaces can rival their
wood-burning and gas cousins, consumers
are taking notice and looking for opportunities to incorporate them into their living
spaces. “With electric, the romance of a fireplace is possible in a bedroom, den, playroom, kitchen, and even a man cave,”
Rouquette says, “without the mess, danger,
venting, and negative environmental impact.”
She adds that many homeowners who
already have wood-burning or gas fireplaces
in their living rooms are interested in electric
fireplaces as well—because they can easily add
them to other rooms that lack fireplaces, for a
fraction of the cost. She says, “Especially in a
housing market like the one we have right now,
it is really one of the most cost-effective ways to
change the whole look and feel of any room.”
ClassicFlame was founded on the premise of marrying fine furniture and electric fireplaces, and it continues to innovate in that
area. A few years ago, the company began

Patio & Hearth Products Report March/April 2011

Top: ClassicFlame combines heirloom-quality
furniture with electric fireplace inserts to create a beautiful, functional focal point in any
room.
Left: The Baxter console is a consumer
favorite that has been recognized for its
design innovation.

putting its fireplace inserts into media consoles; today, these combinations are one of
its best-selling products.
The consoles include a fireplace insert,
electronic-component storage, wire management, vented shelves or back panels,
and storage for CDs and DVDs. “Media consoles are the modern alternative to the huge
armoires of the past,” Rouquette says.
ClassicFlame introduced one of its newest
consoles, the Baxter, at the 2011 HPBExpo in
Salt Lake City, Utah. The unit artfully combines
the functionality of a media console with an
electric fireplace insert and a thermoelectric
wine cooler. It also has solid-wood stemware
racks, adjustable shelves, and locking cabinets to protect wine and entertainment collections. The Baxter was a finalist in the furniture
category for the 2011 Housewares Design
Award (from HomeWorld Business, the New
York International Gift Fair, and the
International Housewares Association), which
recognizes product innovation.
“We feel that we are perfecting the art of
functional furniture,” Rouquette explains.
“By taking our electric inserts and putting
them into high-quality furniture, we have
raised the bar once again in the electric category, which has become our passion.”
ClassicFlame recently partnered with
Duraflame (Stockton, California) to create a
line of electric stoves and small home
heaters, as well as an infrared quartz
heater that is generating a huge buzz (and
huge sales). The PowerHeat by Duraflame
is resonating with consumers because it

can heat a space of up to 1,000 square feet
using evenly distributed, radiant heat.
It is small but powerful, at 15 inches
wide, 20 inches deep, and 17 inches tall
(about the size of a small side table). It is
sold as a cash-and-carry item through specialty hearth retailers, hardware stores, and
a number of other outlets. The company
sees the demand for this product continuing
to grow, with no signs of slowing.
In 2011, ClassicFlame is committed to partnering with specialty retailers to increase
exposure and consumer awareness for electric fireplaces. The company has developed an
in-store display, called an H-Wall, that retailers
can use to showcase up to eight fireplaces.
“We’re often asked to help our retailers
merchandise our fireplaces, and this is a
great way to create an impressive display.
All they have to do is power up the wall and
then plug the fireplaces right into it. There’s
no need to run a ton of cords across the
floor or from the ceiling,” Rouquette says.
The company also offers customized literature and point-of-sale materials to major
customers at no cost. It places a large
emphasis not just on the satisfaction of
ClassicFlame’s own customers, but on the
satisfaction and overall experience of retailers’ customers as well.
ClassicFlame is excited to be a part of
the future of electric fireplaces. Going forward, it plans to continue to put money
behind research and development so that it
can continue to manufacture the most cutting-edge technology (in addition to designing beautiful electric fireplaces). Rouquette
says, “Consumers will continue seeing
more on-trend, high-quality, functional
products from ClassicFlame and Twin-Star
in the coming years.”

party all weekend long, with a blues band, grill demos by
two of our vendors (Twin Eagles and Luxor), and—of
course—lots of food and fun,” Malinowski says.
The store also hosted an exclusive dinner for manufacturers’ representatives on the Friday prior to the grand
opening, so that the representatives would be among the
first to tour the new showroom. “We wanted to get our
partner vendors as excited about the new venture as we
are,” Malinowski adds.
As Thousand Oaks Fireside and Design heads into its
third quarter of operation, Vartanian and Malinowski
are focused on increasing the design community’s
exposure to the store and on building its client base,
which consists primarily of home builders, architects,
and interior designers. They have plans for a number of
evening events and mixers for chamber of commerce
members and local building and design experts; these
events will introduce them to the store, its products,
and its services.

Malinowski explains that Thousand Oaks Fireside and
Design is different from Vartanian’s other three stores,
yet it is the perfect complement. The other stores (in
Encino, Pasadena, and Glendale/Burbank) run the whole
gamut, when it comes to products. They cater not only
to the price-conscious customer, but also to the customer who wants high-end designer merchandise.
Malinowski says, “The market has changed, and there
is a growing market for an exclusive designer showroom.
Our clientele has become more design oriented, and the
fireplace has become a primary focal point in a room, not
just a forgotten black box under a mantel.”
While there are other fireplace shops in the area with
similar products, Thousand Oaks Fireside and Design
approaches fireplace design in way that differs completely from the methods of its competitors. “When people
come into the store to start a project, we have everything
they need, including the perfect showroom, to make it
happen,” Malinowski explains. “We want every client to

feel that he or she is our most important client, and we
serve customers with that in mind.”

POSITIONING FOR THE FUTURE
Thousand Oaks Fireside and Design is on the road to
becoming everything that Vartanian had hoped it would
be. Longtime customers from his other stores often stop
by the new location to see what’s hot—and to bring
their clients. “This company is in a great position; when
the economy turns around, we will be here to serve our
clients with the attention they deserve,” Malinowski says.
People are improving their houses instead of buying
new ones, and Thousand Oaks Fireside and Design is
positioning itself to be the store to which they turn to
make a statement with their hearths, or to create beautiful outdoor rooms centered on fireplaces or custom barbecue islands. “Our job is to inspire people and show
them the value of what we are selling—which is a not
just a hearth, but a lifestyle,” Malinowski says.

Circle Reader Service No. 30

30

Patio & Hearth Products Report March/April 2011

Do You See the Green Flame?
You do – you just don’t realize it. The revolutionary new G-Class exceeds 90-percent-efficiency,
just like our traditional Mantis ﬁreplaces, but with an ultra-contemporary twist that satisﬁes your
taste for modern design while fulﬁlling your desire for a more green lifestyle. The polished black
interior reﬂects the ﬂames to add depth and dimension. This stunning ﬂame combines with
the G-Class’s exceptional technology and amazing installation versatility to form a gorgeous
ﬁreplace with clean lines, unparalleled efficiency, and the lowest emissions per BTU of any
heater-rated ﬁreplace. Do you see the green ﬂame now?

outdoor G R I L L I N G
Top: Since opening in 2007, The
BBQ Shop has built a solid reputation for offering a wide selection of high-quality, value-driven
products (along with top-notch
service and technical expertise).
Bottom: In addition to offering
one of the largest selections of
grill products, accessories, and
parts in Vancouver, British
Columbia, Nash Shivji is expanding The BBQ Shop's outdoor-furniture segment.

barbecue
in British Columbia
Barbecue addicts flock to The BBQ Shop to buy high-quality grills and accessories.

N

by KIMBERLY RODGERS

photography by JASON LANG

ash Shivji opened The
BBQ Shop in 2007 in Port
Coquitlam, British Columbia,
but his roots in the barbecue industry
run much deeper. After Shivji and his
family emigrated from East Africa in
the 1970s, they opened a successful
hardware business that featured a
store-within-a-store concept.
Shivji says, “We strengthened the
barbecue section within the hardware
store, so we have been familiar with

32

barbecues for a long time.” After his
family sold the company in 1999 (and
his parents retired), Shivji knew that
he still wanted to keep his hand in the
barbecue business. “I went ahead and
bought the domain name and parked
it for a few years, and then, in 2007,
opened the store,” he says.
Today, The BBQ Shop is one of the
largest barbecue retailers in British
Columbia, serving the greater metropolitan Vancouver area. About 4,300

Patio & Hearth Products Report March/April 2011

square feet of The BBQ Shop’s
6,600–square-foot location are devoted to the showroom floor, with the
rest of the space used for warehousing. Shivji carries a wide selection of
grills and smokers in natural gas,
propane, electric, and charcoal versions, as well as portable, marine, and
condo models.
Of course, there are also outdoor
fireplaces and firepits, patio heaters,
outdoor campfires, and accessories.
The store has a large parts department, and it routinely fills the hardware needs of any customer who
requires special parts for mobile-home
and other customized grill connections (no matter where the grill was
purchased).
The BBQ Shop offers only products
at midrange to high-end price points
from a wide selection of top manufacturers, including Weber, Broil King,
Napoleon, Vermont Castings, Grill Pro,
Dimplex, Jackson Grills, DCS, Traeger,
Bradley Smoker, and Primo.
“We did not want to get into the
low end, where people become frustrated when their barbecues end up
in a landfill within 18 months—like
those from a big-box store,” Shivji
says. “We find that our strength is
mostly in the midrange. More and
more people don’t mind spending
money, if they see value in what we
are offering. Price is not an issue, as
long as customers can get use of the

barbecue for a long time.”
Shivji adds that his customers’ primary goal, when they entertain, is to
have fun with family and friends.
“People don’t want to have to babysit
a grill and worry about flare-ups, or
about the grill not heating up properly
when they are trying to cook a good
steak. We find brand-name, midrange
barbecues work really well,” he says.
The BBQ Shop does not build outdoor kitchens, but to give customers
examples of all the options available
for their own backyard spaces, Shivji
displays a few kitchens in the showroom that feature built-in grills, side
burners, refrigerators, warming drawers, and beer (keg) dispensers. The
staff can refer customers to local contractors, but more often than not,
Shivji explains, his clients are “handy,
do-it-yourself types.” He points out that
unlike U.S. consumers (who often
desire a turnkey project), Canadians
tend to complete their own home
improvements.
These do-it-yourself customers also
benefit from the broad knowledge of
Shivji and his employees. “Because of
our hardware background, we have
experience on technical matters, so
we can give advice to people on materials, how to be safe, and how to build
something that will last a long time,”
Shivji says. “We can tell them what pitfalls to avoid.”
Since the Vancouver area has many

Circle Reader Service No. 33

outdoor G R I L L I N G

Team Grill Scores
With Sports

Fans

by SHARON SANDERS

E

very year, millions of people purchase
licensed sports merchandise, including
everything from T-shirts to umbrellas to coffee cups. This specialty industry is thriving,
as diehard sports fans can’t seem to get
enough of items emblazoned with the logos
and colors of their favorite teams. Over the
past few years, there has been a growing
interest in higher-end merchandise, such as
barstools, custom stained-glass lighting fixtures, and even pool tables.
In March 2009, Team Grill, a spunky barbecue company based in Acton,
Massachusetts, made its debut at HPBExpo
with a line of five professional-grade gas
grills. These have sports fans drooling—not
just over the food cooked on them, but over
the grills themselves. After just two seasons,
more than 500 specialty retailers across the
country are already giving showroom space
to Team Grill.
Ed Thomas, director of marketing,
explains, “When we first sat down to design
our grills, we talked about the stigma of inexpensive licensed merchandise and decided
that’s not who we wanted to be.” The company has invested extensive time and effort
in building a professional grill platform that

supports the price points of its unique grills.
The Team Grill product lineup consists of
five gas grills; they range in price from $999
(for the MVP patio grill) to $399 for a handy,
portable tailgate grill that folds to the perfect
size for game-day parties. Every grill is
decked with the official logo and colors of
one of over 150 college football, NFL, NBA,
and professional baseball teams, which
makes these grills the perfect way for sports
fans to show their team spirit.
The licensed artwork is applied using a
triple-fired porcelain-enamel finishing
process that can withstand the high-heat
environment of the grill, as well as the challenges of the weather. “It is an auto-quality
finish that will last the life of the grill. As far
as I know, there is no other product on the
market that offers what we do, in terms of

newly constructed houses that come with gas outlets, Shivji says, natural-gas grills are his number-one
seller; charcoal models come in second. The Weber
Smokey Mountain Cooker™ is also a big hit with customers and is often used in barbecue competitions
(which are quickly gaining popularity in Canada).
Sales of firepits are also increasing. The BBQ Shop
carries models from Napoleon, Weber, FMI’s Ban
Buster, and Jackson Grills. “This area has grown
tremendously for us, although we are a little bit
behind the United States,” Shivji says.
Since he founded The BBQ Shop, Shivji has carried
one imported line of patio furniture, and he recently
expanded his casual lines to include collections from
Mallin and Ratana. Shivji, who was looking for new
revenue streams, spent about a year researching furniture lines and deciding whether it made sense to
grow this segment further. “I talked with other retailers whose businesses focused primarily on patio furniture, spas, and a few grills. They highly recommended that patio furniture would be a good combination
sale,” he says.
In December 2010, his staff began making space
for the new lines by further expanding the showroom into the warehouse. Even before the furniture
arrived, some sales were already booked, and Shivji is
excited about future opportunities. “We concentrated
first on barbecues and are comfortable with those
sales and suppliers, so now we can move ahead and
look at some other areas,” he says.

A SUPERIOR STAFF
Shivji’s wife, Zinat, and his daughter, Aalia, work
alongside him at The BBQ Shop. His brother, Al, who
34

quality and style,” Thomas says.
The company has had almost overnight
success in the specialty-retail channel
because the quality of its grills rivals that of
any grill that retailers currently carry, yet these
products offer something fresh (not black or
stainless steel). Team Grill especially
resonates with football fans
because football and grilling
go hand in hand.
“If people aren’t tailgating
at a game, they are at home,
watching the game on television and grilling in their
backyards with friends,”
Thomas explains. “No matter
what time of year it is, there’s
always a sporting event that our grills can be
tied to, whether it’s Monday-night football,
spring training, or the Final Four.”
Team Grill has been spreading the word
about its products to dealers through email
blasts, advertising in industry publications,
and a presence at industry trade shows. The
company is promoting its grills to consumers
using social media (Facebook and Twitter)
and the Internet. It uses banner advertising
on major sports websites, including
ESPN.com and Yahoo! Sports, as well as on
college teams’ websites.
Team Grill has also been featured in a
number of consumer magazines and has
been mentioned during many sports broadcasts. In 2010, during a spot on “NBA on
TNT,” the show’s hosts cooked on two grills
before a Los Angeles Lakers playoff game.

divides his time between Ontario and British
Columbia, serves as webmaster. Shivji also has a staff
of approximately 12 full-time and part-time people in
the spring and summer, and about half that many in
the off season. Shivji has a high regard for his
employees, and he says that each brings an important
level of value and service to the business.
“I have a gentleman who works for me part-time
who is close to 68 and is very experienced—and a
very good salesperson. When people see maturity, it
also gives them trust and comfort, and we have that
in our staff,” Shivji says.
Many members of the sales staff also cook food for
the store’s regular Saturday demonstrations. Shivji
says, ”Our part-time bookkeeper is also a very good
cook. While the sales staff is busy on Saturdays helping customers, he is out there cooking and keeping
everyone happy.”
The sales team’s philosophy is to educate every
customer on the differences between purchasing a
high-quality grill at The BBQ Shop and buying a
model available at a mass retailer. “When the lid is
closed, you don’t see the price difference—until you
open the lid and explain the differences. Once we do
this, the customer can make an informed choice. It’s
a learning curve for them,” Shivji says. “People who
are not familiar with barbecues really appreciate the
tips and hints we give them.”
The BBQ Shop offers special packages to customers with the purchase of certain grills. Along with
the grill, these value bundles also include a cover, a
rotisserie, a cookbook, delivery, and assembly. The
packages are a big hit—and another way that The
BBQ Shop separates itself from the competition.

Patio & Hearth Products Report March/April 2011

“Our website went crazy with inquires,”
Thomas says. The company also generates
excitement by using its mobile showroom at
football games and at outdoor events for its
dealers.

GETTING STARTED
Team Grill wants to make it easy for retailers to give its grills a try, so it has put together a special program: Order $5,000 worth of
product (about 10 grills) and the freight is
free. Retailers can mix and match teams and
grill models as part of the order. They also
have access to the entire catalog of teams,
not just the teams represented on the grills
that they order for their showroom floors.
A special order can be shipped in less
than a week. “Our grills are a great staple for
retailers because they not only are a hit with
sports nuts, but also are popular gifts for
Christmas, Father’s Day, and birthdays,”
Thomas explains.
Team Grill understands that it will take
time to build credibility in the industry, especially with specialty retailers, because the
competition for showroom space is stiff.
“The feedback we are getting from the people who are registering their warranties or
chatting with us on our Facebook page is
that they genuinely think our grills are worth
the money they paid for them. That’s on top
of the fact that they love cooking on grills
that celebrate their favorite teams. That
means the world to us because we want to
be known as a high-quality grill company,”
Thomas says.

SENDING THE MESSAGE
Shivji uses a number of different advertising methods, including taking advantage of suppliers’ funds
for cooperative radio and print advertising campaigns. The BBQ Shop’s website is also an integral
part of the business. “We continually are working on
optimizing our site. When a customer first contacts
us, it is so much easier to take him or her to the website to go over products. In fact, about 99% of the
people who first call us already have our website up,”
he says.
To maximize his advertising dollars, Shivji has
shared fees with a couple of competitors by running
joint newspaper ads. “There is enough business out
there for everybody; I think if we cooperate, we are
each going to get a lot more. I am on good terms
with my competitors, and we help each other out,”
he says.
Since 2007, business has steadily increased each
year for The BBQ Shop. Shivji assumed that store traffic
would slow down when Vancouver was the host city
for the 2010 Winter Olympics. “I thought people
would have other things on their minds, yet we were
very busy during the games,” he says.
The BBQ Shop has also developed a solid reputation as the place to go in Vancouver for any type of
barbecue need. “A customer came in who attended a
Christmas party, and at his table, two people had
bought their barbecue grills from us—and they both
told him to come see us,” Shivji says. “It was just phenomenal to hear that word-of-mouth recommendation.
You can’t buy it; it’s something that has to be earned. I
am glad I can say that my staff members are doing a
fantastic job. I am very lucky that I have them.”

Circle Reader Service No. 35

showroom S H O W C A S E

the store

This South Carolina retailer uses innovative tools to attract new
and repeat customers. by SHARON SANDERS photography by JOSHUA THOMPSON

L

ike many retailers across the
country, Casual Living (in
Columbia, South Carolina) is trying
to make sense of what the retail landscape might
look like as the economy recovers. The store’s husband-and-wife owners, John Chamberlain and Dottie
Reynolds, are wrestling with questions like these:
What is our niche? Who are our customers? How can
we reach our customers? How do we stay profitable?
All of these questions are lingering in their minds
as they head into 2011. Although neither would ever
claim to have it all figured out, they have decided
that the best way to move forward is to focus on
their proven strengths, in addition to searching out
and testing some new ideas.
Casual Living opened its doors in 1976, at a time
when it enjoyed the luxury of being the only retailer

36

Patio & Hearth Products Report March/April 2011

in the Columbia area that sold outdoor furniture.
Chamberlain and Reynolds purchased the store in
1986, with big plans for the future. Like any new
business owners, their first move was to create a personality for the store that reflected the image that
they wanted to present to their customers. “We
already had a pretty solid customer base because the
business had been around for 10 years, but we wanted to kick it up a notch,” Reynolds recalls.

BUILDING ON STRENGTHS
Reynolds, an interior designer by trade, changed
the product mix to include higher-end furniture and
to incorporate more accessories and gift items. The
store also began to offer design-consultation services,
at no charge, to customers who were going to make
a purchase. Competitors were starting to spring up

in town, and Reynolds knew that design help was
something that mass merchants—and many specialty
retailers—weren’t able to offer.
The service included (and includes, to this day) an
initial design consultation, a visit to the client’s
house, and a design proposal. “It’s very important to
determine exactly how people are going to use their
spaces so we can make the right recommendations,”
Reynolds says, adding that she really emphasizes this
point to customers.
“We want to get it right the first time so they

Far left: Dottie Reynolds and her husband, John
Chamberlain (not pictured), have made Casual
Living the go-to store for outdoor furnishings in
Columbia, South Carolina.
Page 36, bottom: Reynolds started her blog,
Outdoorlicious.com, to encourage people to
embrace outdoor living as a lifestyle.
Left: Casual Living has a strong focus on design
and works to help clients create outdoor spaces
that are comfortable and personal.
Bottom: Reynolds and Chamberlain purchased
Casual Living in 1986 and have transformed it in
many ways.

don’t end up with the wrong furniture. It saves them
money, in the end, because they don’t have to replace
furniture that didn’t work out,” she explains.
Over the years, Casual Living has also gained a reputation as a retailer that cares for its customers; Reynolds
attributes this to the dedicated staff members (many of
whom have been with the company for five to 10
years). “Their knowledge and experience are noticed
by our customers and are valued by John and by me,”
she says, adding that the store was voted Best of
Columbia in 2010 by the readers of a local newspaper.
Reynolds admits that the honor came as something
of a surprise because the store didn’t solicit any votes
from customers, as many winning businesses do. “We
look for ways to inspire and delight our customers
each day,” she says, “and we continue to build on our
strengths because we know that they will help us
secure our future.”

GETTING SOCIAL
One of the biggest challenges that Casual Living and
many other businesses face today is how to reach their
customers; traditional media channels don’t bring the
return that they once did. “People listen to satellite
radio, which has no commercials; they bypass commer-

cials when they record their favorite television shows;
and they get most of their news on the Internet, instead
of from newspapers. We had no choice but to look at
social media,” Reynolds says.
“I figured that if big companies like The Coca-Cola
Company and Ford Motor Company are using blogs,
Facebook, and Twitter, that it was something a small
business like ours could benefit from,” Reynolds
explains, adding that she was a bit apprehensive about

how to get started. “My husband and I are from the
baby- boom generation and didn’t grow up with computers, so it wasn’t something that came naturally to
us,” she says. She decided that the best way to approach
social media was to take baby steps.
The first step was to launch a new website, which
has now become an important part of Casual Living’s
identity. Reynolds used an online Web designer to build
the site. “It was a little stressful, building the site
March/April 2011 Patio & Hearth Products Report

37

showroom S H O W C A S E
remotely, because it was technical territory that I wasn’t familiar with—but I made it through alive and
came out with a dynamic site,” Reynolds says.
She has since hired a staff IT person to help her
with the daily maintenance of the website because
she is constantly updating it with information and
photos of new merchandise. “Many people will decide
if they are going to visit your store based on what’s on
your website,” she explains.
Reynolds took the next step in spring 2010, when
she started a blog called Outdoorlicious.com that
appears on the website. According to Reynolds, the
whole idea behind a blog is to give one’s company a
personality, not to advertise. The focus of her blog is
on how to embrace outdoor living as a lifestyle.
“It’s not just grilling or relaxing in one’s backyard; it
can also be going for a walk in the woods, visiting a
flea market, or having a lobster dinner on the beach.
All of those things can be outdoorlicious,” Reynolds
explains. She tries to talk about outdoor furniture in
everything that she writes.

In February 2011, Reynolds started a Friday feature,
Outdoorlicious Weekends, that’s geared toward discussions of weekend activities that can add fun and relaxation to one’s life. “The blog has really been a lot of
fun, and I look forward to building up its frequency
and content,” she says.
Casual Living now has a presence on Facebook as
well. Reynolds says that she is still trying to determine
the best way to make it work for the business. Right
now, when she posts a new blog entry, she puts it on
Facebook, with a link to the blog. She also posts pictures of new merchandise, adds tips for outdoor
design, and writes casual status updates related to outdoor living.
Reynolds does all the Facebook posts herself. “I
check our page every day, and when somebody posts
a comment, I make sure to acknowledge it. I figure if
people are taking the time to come to our page, I
want to take time to acknowledge them,” she says.
Reynolds admits that one of the biggest challenges
is building up a following for the store’s Facebook

page. She says, “I’m trying to create a compelling reason for people to visit and to keep coming back.” She
adds that the business hasn’t started using Twitter yet,
but plans to do so in the future. “We are exploring one
thing at a time, to get comfortable, before we jump
into everything,” she says.

LOOKING FORWARD
As the economy starts to improve, Casual Living
plans to continue looking for ways to build its business back up to previous levels. Chamberlain and
Reynolds know that they are going to face different
challenges than they did before the recession.
That being said, however, the Casual Living team
has made it clear that the one thing that truly matters
most—and drives it to succeed—is seeing its customers get excited about the products, service, and
expertise that it offers. “We have families who have
shopped with us for over 20 years; now, they are
bringing their children and grandchildren,” Reynolds
says. “That is the biggest compliment we can get.”

Leisure Design’s U.S. Launch
by SHARON SANDERS

T

here is a new resident of the 17th
floor of the Merchandise Mart in
Chicago, Illinois, that dealers will
want to get to know in 2011. Canadian-born
Leisure Design (based in Toronto, Ontario)
introduced its outdoor woven designs in the
United States last year, and the buzz is
already starting to build.
What many people don’t know is that
while the company is just getting its feet
wet in the United States, it has deep roots in
the industry
as CanaFoam, a trusted Canadian
brand. Mike
Friedrichsen,
director of
U.S. sales
and marketing, says,
“We are
thrilled to
open a new
channel of distribution in the United States
as Leisure Design.”
Founded by Cecil and Donald Bockner in
1964, Cana-Foam has been a mainstay for
cushions and umbrellas for more than four
decades for Canadian retailers, including the
retail powerhouse Sears Canada. In 2000, the
third generation of Bockners involved in the
business, Andrew and Richard, launched a
high-end commercial casual-furniture division
called Andrew Richard Designs (ARD).
Its products can be found in the finest
resorts, restaurants, and businesses around
the world. ARD has managed to set design
trends, both on its own and in collaboration
with design-industry leaders, including celebrated HGTV interior designer Sarah
Richardson (with whom the company
launched a joint collection).
In 2005, Richard started the company’s
retail casual-furniture division, Leisure

38

Design. The division specializes exclusively
in outdoor wicker furniture, with a focus on
style and affordability. The company quickly became a favorite of specialty retailers
across Canada.
After Leisure Design had enjoyed several years of success, the next logical step,
in Richard’s mind, was to introduce Leisure
Design to the U.S. market. While many
people thought that it was crazy to make
such a bold move in a down economy,

Richard confidently jumped
in with both
feet, in July
2010, by opening a showroom at the
Merchandise
Mart.
“When I first met the Bockners, I was
instantly struck by their down-to-earth personalities and the straightforward way that
they approach business,” Friedrichsen
says. “I was drawn in by the passion the
Bockners have for their business. There is
something special about them that makes
Top: Augusta seating
Center: Bungalow dining
Right: Cityview seating

Patio & Hearth Products Report March/April 2011

you want to be a part of their vision.”
Friedrichsen has spent the past four
months surveying retailers, and based on
those surveys, handpicking and assembling what he believes is going to be one of
the best sales teams in the industry—
because that team will be pivotal in building the brand.
What sets Leisure Design apart from other
companies offering outdoor wicker is that “it
is a relationship company. A dealer can buy
this product from anyone, and it will probably
sell, but this business is all about relationships. Dealers (and ultimately, their customers) will buy from those they trust, and
building trust is what Leisure Design is all
about,” Friedrichsen says.
Leisure Design introduced four collections last year: Cityview, Bungalow, Parosa,
and Augusta. Cityview and Bungalow are
simple,
clean-lined
woven collections that
will appeal
to a broad
range of
customers.
Parosa and
Augusta

Mike Friedrichsen, director of U.S. sales and
marketing for Leisure Design

both have a contemporary feel that stays
on trend with today’s modern design silhouettes. All of Leisure Design’s fabrics will
be exclusively from Sunbrella®.
The Bockners have nothing but high
expectations for Leisure Design’s future in the
U.S. market. After 50 years in the industry,
they have experience under their belts when
it comes to building a brand with a reputation
for quality, reliability, and longevity. Leisure
Design is moving forward in full force in 2011,
with a new website, trade advertising, and a
presence on Facebook and Twitter.
“Dealers should expect our sales reps to
be knocking on their doors,” Friedrichsen
says. “I know the passion this company has
will overtake dealers, as it overtook me—
and every one of our sales reps. This is a
company you will want to know.”

Circle Reader Service No. 39

as i S E E I T
Right: Ardy Arani, president,
Big Green Egg Company
Below: The company’s new
brand identity, introduced in
March, focuses on the versatility
of the Big Green Egg.

a new look

Big Green Egg’s bold new corporate identity is expected to
attract new customers.
by SHARON SANDERS

f

or over 30 years, the Big Green Egg® has
been widely referred to as the world’s best
smoker and grill, and it has been known for
producing amazing culinary results from
the unique kamado-style cooker created by Ed
Fisher. The passion of Big Green Egg aficionados
is legendary and is a large part of the success of
this versatile cooker.
In March 2011, at HPBExpo in Salt Lake City,
Utah, Big Green Egg Company (Tucker, Georgia)
paid homage to that legacy while introducing a
new logo and a bold, fresh brand identity. Patio &
Hearth Products Report sat down with Ardy
Arani, the company’s new president, to find out
what this exciting news means to the company,
its dealers, and the industry.

Why have you introduced a new
brand identity—and why now?
Arani: That’s an interesting question, but an
easy one to answer. I’ve spent the past couple of
decades working on marketing and branding initiatives for Fortune 200 and Fortune 500 companies, so when I came to Big Green Egg Company,
that is the mindset that came with me.
As the new president, I initially spent quite a bit
of time familiarizing myself with the brand and
was amazed at what I uncovered. Never in my
imagination would I have expected a product like
the Big Green Egg to do everything from searing a
steakhouse steak at 750 degrees to baking a pecan
pie in the same device.
40

Patio & Hearth Products Report March/April 2011

I was also struck by the fact that the Big Green
Egg has a loyal following (everyone from backyard
cooks to professional chefs) who actually cook on
one daily. After finding all of this out, it hit me that
the company wasn’t fully communicating to consumers everything the Big Green Egg is really capable of doing. It had locked itself into the very narrow smoker/grill niche, and the product is so
much more than that.
In addition, the company hasn’t done anything
significant to update its brand image (from its logo
and tag line to its sales materials) since it started,
36 years ago. All of these facts together, in my
mind, were a call to action.

rience. That really jumped out at me—the fact that
it’s not just a way to grill a steak. There are a lot of
cooking devices that that can do that.
The difference is that the EGG has a culture
that has sprung up around it; there is a certain
camaraderie associated with the EGG that reinforces, in our minds, the fact the Big Green Egg
truly is The Ultimate Cooking Experience.

How did the Big Green Egg’s
new tag line evolve?

What was the thought process
behind the new logo?

Arani: One of the first things that we decided to
tackle was to update the company’s tag line,World’s
Best Smoker and Grill, to reflect the fact that the Big
Green Egg is a versatile cooker. After a rather
lengthy process of getting feedback from focus
groups, EGG® owners, and professional chefs, we
came up with our new tag line, The Ultimate
Cooking Experience™, which we believe says it all.
What the EGG does is bring people together to
share a love of cooking and an interest in food.
Very rarely does someone go to a friend’s home
for a meal that is cooked on an EGG and the food
is just plopped in front of the guest to eat.There is
always commentary about cooking the food on an
EGG and how good it tastes. It becomes an expe-

Arani: The company has basically used the
same logo (a simple drawing of a Big Green Egg
with the lid up and a turkey inside) since the day
it started, in 1974. We thought the time was right
to create a fresh logo that shows today’s consumers that our ceramic cooker does more than
just smoke meat.
The company’s design team came up with
many ideas, from flying Gs to stylized versions
of the EGG. We tested our favorites with focus
groups and decided (based on their feedback)
that it was important not to lose the immediately
recognizable image of the Big Green Egg that has
become our identity. That’s the direction we took.
Now, what we’ve got is a fresh, new repre-

Bottom line: We are going
to be arming dealers with the
tools they need to communicate just how versatile the Big
Green Egg is, and that is some-

We are adding an in-house interactive-communications division that will
give us the capability to create, stream,
and produce a variety of online content. We are also building an in-house
creative-services studio that will give
us the ability to design and produce
all of our point-of-sale and sales materials ourselves.

What are you personally

thing we think they’re going to looking forward to this year?
Arani: There are many things that I
be excited about.
Big Green Egg Company’s family of products

sentation of the EGG that we call the
logo (the words and the device) and
the new tag line (The Ultimate
Cooking Experience); taken together,
those make up the branding that we
launched in March.

underrepresented in many markets
across the country, in terms of retail
touch points. We will be working to
increase the number of dealers we
have based on where our research
tells us most of our customers reside.

year. To support our new branding initiative, we’re making massive investments
in our infrastructure, so we can provide
dealers and distributors with more sales
tools than they have ever seen coming
out of the corporate offices.

look forward to, but I would say I’m
most interested to hear feedback from
our dealers and consumers as our new
identity begins to come to life. Ed Fisher
put this wonderful company into
motion many years ago, and I feel that
we’ve been able to take his icon and
buff it up a little bit so we can reach a
whole new generation of customers.

What are the biggest
What is the
changes that dealers will see? biggest
Arani: There is an old saying that the opportunity?
Big Green Egg sells itself, and our job is
to generate enough interest with consumers that it can sell itself. It’s important that our dealers know that our new
branding is more than just a new logo
and tag line—it is a platform that facilitates the launch of a whole series of selling tools.
Starting in 2011, dealers will see a
much more brand-centric approach to
our marketing and promotional communications. They will see things coming
into their showrooms that might involve
point-of-sale displays, promotions, and
different ways that we bundle the assets
of the Big Green Egg. Bottom line: We
are going to be arming dealers with the
tools they need to communicate just
how versatile the Big Green Egg is, and
that is something we think they’re going
to be excited about.

What is the biggest challenge that the company
faces in 2011?
Arani: Historically, our biggest
challenge has been to make enough
EGGs to satisfy demand, and that continues to be a nice challenge to have. I
see our number-one job to be keeping
our dealers and distributors completely stocked with all the Big Green Eggs
that they need.
We are addressing this issue very
aggressively with some strategic
increases in warehouse and distribution locations. This year, we are
tripling the capacity of our Atlanta
warehouse and are adding a satellite
warehouse/distribution facility outside Atlanta so we can better serve the
middle part of the country.
The second challenge is that we are

Arani: I think
the biggest opportunity is that we
are going to be
able
to
help
increase consumer
interest in ceramic-style cooking
and cooking with
natural lump charcoal. All of the
manufacturers in
this category, put
together, make up
only a small part of
the overall outdoor-cooking segment, and I think
there are tremendous strides to be
made.
While we obviously want to grow
our brand, it’s our
sense that anything
that is good for the
industry is good
for the Big Green
Egg. We plan to do
our part to open
people’s eyes to
cooking outdoors
in a different way.

What do you
think 2011
holds for Big
Green Egg
Company?
Arani: I think it’s
going to be an interesting and exciting

Circle Reader Service No. 41

March/April 2011 Patio & Hearth Products Report

41

my

TURN

Modern Home Products has thrived
during slow times by focusing on
the aftermarket parts business.
by CHERYL DANGEL CULLEN

Tom Nitz, senior vice
president, Modern Home
Products/ProFire Grills

fixing
what’s broken
a
sk Tom Nitz, senior vice
president of Modern Home
Products/ProFire Grills
(Antioch, Illinois), how the company
has fared during the economic
downturn, and his surprising answer
will be that business has not been
too bad.
“We’re fortunate. A lot of our
business is in aftermarket replacement parts,” Nitz explains. “We
were the first company to come out
with them, in 1977. A lot of companies produced grills in the 1970s,
and by the middle to late 1970s,
there was a big need for replacement parts. Now, 40 years later, we
have seen a really nice increase in
the replacement-parts business. Any
business dips we had in the grill
part of our business were easily
replaced and offset by the replacement-parts business.”
In this case, the gray economy
proved to have a silver lining for
Modern Home Products, which
makes replacement parts for grills
sold by Lowe’s, Home Depot,
Walmart, and Costco, among others.
“We’re in a unique position. We are
the only one who makes replacement parts for other companies’
grills,” Nitz says. He joined Modern
Home Products in 2005, after he had
worked with the company as its
Wisconsin distributor.

42

“Our parts are
often better than the
parts that came with
a grill,” Nitz says, noting that most consumers can install the
parts themselves. If
they can’t, they can
find dealers—who
offer repair services
after they see this
niche as a new profit
center—who will do
it. “It is surprising
how many people
will spend $100 to
replace a part for a
grill they bought for
$199,” he says.
Why would owners put that much
money into old grills
instead of replacing
them? “They don’t
want to shop around
for a new grill, buy it,
and then assemble it. They are familiar with their grills,” Nitz explains.
Making parts for other manufacturers’ grills isn’t easy. The cycle
times for repairs are ever changing.
Fifteen years ago, grills were built
better, Nitz says, and consumers
would repair them three times
before investing in new ones. Now,
that cycle time has shortened; they

Patio & Hearth Products Report March/April 2011

Top: The Phoenix four-in-one grill is manufactured by ProFire Grills, a division of Modern
Home Products.
Left: Modern Home Products manufactures an
array of replacement parts for dozens of other
grill brands.

repair a grill once and then buy a
new one. Nitz says, ”It is very cyclical. It is a major project, and it’s very
challenging to predict which parts
to carry.”
Modern Home Products is the
parent company of ProFire grills, a
wholly owned subsidiary. According
to Nitz, Modern Home Products has
the whole package, defined as mak-

ing a wide variety of products for
the grill industry. He says, “We’re a
one-stop shop. A lot of people cherry-pick what they want. We have gas
lamps, UL torches, grill accessories,
replacement parts, and grills. We
have a lot of products that appeal to
a lot of customers.”
It was Modern Home Products
that produced the original
Charmglow gas grill in the 1960s.
The company started out making gas
lamps, then introduced the first residential gas grill, which was connected to an outdoor lamp. Nitz says, “It
was the precursor of the outdoor
room. You’d hook your grill up to the
lamp, and there it was: the first outdoor room, in the 1960s.”
This innovation was driven by the
utility companies, which wanted to
sell more gas. “Gas companies were
encouraging it. They would do a promotion and encourage homeowners
to put the gas on their home gas bill,

“

I don’t think there will be a turnaround overnight in our economy. It is a slowly building

process, but now, you’ll find that people want to entertain more than ever at home because it is
more economical than going out or taking a vacation.
so they got extra gas sales out of it,” Nitz explains.
“Now that gas grills have become commonplace,
everyone is trying to save on the gas bill.”
To that end, Modern Home Products manufactures three different grill lines: its own Modern
Home Products freestanding grills, traditional aluminum grills, and ProFire grills. ProFire, a brand of
stainless-steel grills for the outdoor kitchen, is currently promoting its Phoenix four-in-one grill, which
grills, roasts, steams, and smokes. It incorporates
indirect cooking to allow the preparation of some
foods (like beef briskets) more slowly, at lower temperatures.
Nitz says, “Prior to the economic slump, the popularity of outdoor rooms was growing quickly. We
bought ProFire in 2006 to capture that business.
Prior to that, we didn’t have a lot of business in that
area. We got it set up, and by 2007, business started
sliding.”
Fortunately, Nitz sees the tide turning. He says,
“Last year, we saw a nice pickup because the
Phoenix four-in-one grill really took off, but so
did ProFire’s core business. This year, we’re see-

”

ing a pickup over last year—which was an up
year. It isn’t dramatic, but it is moving in the right
direction.”
In coming months, Nitz predicts, people will be
buying even more accessories for their outdoor
rooms. He says, “They are doing bigger things and
planning on staying in that location longer, so they
are getting more elaborate with their plans.
Individual sales are becoming larger-ticket sales.”
To sell the outdoor-room experience, Nitz suggests that dealers emphasize the quality of both
products and service. He explains, “Dealers, in
general, haven’t necessarily exploited their quality. They have to remember that they are in the
community in which the homeowner lives and
shops. It isn’t like buying from Home Depot.
They are there after the sale, or if the homeowners want to expand. Dealers need to promote
their services, in conjunction with our quality
and warranty.”
Quality and longevity are big selling points, Nitz
adds. “Modern Home Products is a conservative
Midwestern company. We’re about the quality of our

products, and it shows. We’re here after the sale.
We’re still owned by the same people who owned
the company back in the 1960s; it is still a familyheld company, as it was when Wally Koziol founded
it,” he says.
He continues, “That’s nice because a lot of companies in our business were bought by a holding
company or larger company, and you hear that the
corporate culture changes when there isn’t a common thread.”
For Modern Home Products, Nitz reports, the
future looks good. He says, “I don’t think there
will be a turnaround overnight in our economy. It
is a slowly building process, but now, you’ll find
that people want to entertain more than ever at
home because it is more economical than going
out or taking a vacation.”
He adds, “For us, no matter how the economy
swings, we can help them out, even if they want
to replace a burner in a Home Depot grill that’s
over seven years old. We’re in a win–win situation.
It doesn’t make it easy, but it does put us in a better position.”

Circle Reader Service No. 43

March/April 2011 Patio & Hearth Products Report

43

product

I N N O VAT I O N

Becoming
the

Best

Hart & Cooley is a leader in the HVAC industry
because it constantly focuses on the needs of
its customers.
by CHERYL DANGEL CULLEN

an you improve upon success? Hart & Cooley Inc.
thinks so, and it has been busy
doing just that. Headquartered in
Grand Rapids, Michigan, Hart &
Cooley is a leading manufacturer
of air-distribution and vent products for forced-air heating and airconditioning systems, as well as
myriad other products for the
commercial HVAC, refrigeration,
and roofing industries. Its products
include grills, registers and diffusers, flexible ducts, gas vents,
and chimney systems, as well as
commercial products (duct-system
components, venting and grease
ducts, equipment curbs, roof
drains, roof flashings, roof hatches,
and drywall access doors).
Tomkins, Hart & Cooley’s parent company, purchased Selkirk Corp. in 2006. In August 2008, the
Selkirk and Hart & Cooley businesses were
brought under a common leadership team. There is
strength in numbers, and this approach has paid
off for the company.
As Curt Monhart, vice president of marketing
for Hart & Cooley, explains, “This resulted in
expanded product offerings for each brand, the
ability to share technologies, additional sales
and marketing tools, and increased logistical
capabilities. This consolidation further
strengthened our already industry-leading
market positions.”
Monhart joined Hart & Cooley
in May 2008. In October
2010, the company decided
to retool its structure
when it established separate marketing and sales
teams for both residential and

nonresidential business segments. Previously, the
functions were combined.
“That is, there was a marketing and sales leadership team for the residential business, and one for
the nonresidential,” Monhart says. He led the residential team, while Sean Steimle, senior vice president of sales, led the nonresidential team. Steimle
now leads the sales function, while Monhart heads
marketing.
“The purpose of establishing dedicated teams
was to provide the focus necessary to drive overall
performance,” Monhart says. “With regard to marketing, this includes defining where we have the
best long-term chance of winning, especially in the
development of new products. For sales, this means
focusing on the right customers—that is, those who
can most benefit from our products, services, and
overall capabilities, and can best help achieve our
growth objectives.”
Changes have not been limited to the business
structure, either. There’s been a lot of activity in
product development, too. At HPBExpo (in Salt

In January 2010, we launched a totally redesigned
“website
for all our business areas. The objective was to
provide a common corporate look, ease navigation
between business areas, and share the functionality that
Curt Monhart

each area offered.

”
Sunbrella® is a registered trademark of Glen Raven, Inc. Chair by Summer Classics®. Umbrella by Treasure Garden, Inc.® The GREENGUARD
Indoor Air Quality Certiﬁed mark is a registered certiﬁcation mark used under license through the GREENGUARD Environmental Institute.

Lake City, Utah, in March 2011), Hart &
Cooley launched UltimateONE, a totally new all-fuel Selkirk chimney line for
hearth professionals. UltimateONE
offers the latest technology in factorybuilt chimney design, providing superior performance, durability, and safety.
UltimateONE’s inner liner and
outer casing are of 304 stainless steel,
providing resistance to corrosion in
excess of that required by chimney
standards. UltimateONE’s brushed finish gives a very rich and distinguished look. Its one-inch wall space
is filled with insulation that has
extremely high temperature resistance, providing excellent thermal
protection.
The stainless-steel inner liner and
outer casings include laser-welded
seams for a professional appearance,
added strength, and resistance to
moisture. “This new line will further
solidify our leading hearth-market
positions, both in the United States
and in Canada,” Monhart says.
The company is making use of the
Internet to communicate about its
products. To date, social marketing
has played a minor role in Hart &
Cooley’s overall marketing efforts, but
“its website is a different story,”
Monhart says, adding that the company has made a significant investment
in overhauling the site.
“In January 2010, we launched a
totally redesigned website for all our
business areas. The objective was to
provide a common corporate look,
ease navigation between business
areas, and share the functionality that
each area offered,” he adds.
Today, Monhart asserts, Hart &
Cooley has the broadest product offering in the industry. Products go hand
in hand with service, and this is where
Monhart thinks that Hart & Cooley
stands apart from its competitors.
He says, “We believe our customer
service group is second to none. This
includes our technical-support and
engineering capabilities. We offer the
most advanced sales and marketing
tools, and we have a national distribution footprint augmented by four
regional distribution centers that stock
all Hart & Cooley brands, providing
bundling advantages for customers purchasing multiple product lines.”
Changes are unlikely to stop in the
near future. Hart & Cooley is committed to strengthening its industry-leading
position—and will do what it has to do
in order to maintain that position.
Monhart says, “We’ve made major
investments in our enterprise resourceplanning systems, as well as in new
products that leverage our existing sales
channels and customer base. We’ve also
invested in those areas that further
strengthen our operational excellence.
When the markets finally rebound, we
will be especially well positioned to
capitalize on the upturn. We’ll be
very tough to beat.”

Even with sophisticated patterns and luxurious textures, Sunbrella®
performance fabrics stand up to all the elements can deliver,
backed by a 5-year warranty. Plus, GREENGUARD® certiﬁcation means
Sunbrella takes a strong stand for the environment. For more
information, contact Glen Raven Customer Service at 336.221.2211
or visit www.sunbrella.com/furniture.
OUTDOOR FURNITURE - INDOOR FURNITURE - WINDOW TREATMENTS - AWNINGS - UMBRELLAS

Use your smartphone QR
code reader to learn more.

Circle Reader Service No. 45

March/April 2011 Patio & Hearth Products Report

45

last

WORD

Right: The innovative
Airo2 collection is part
of Homecrest's new
lineup of fashion-forward casual furniture.
Below: Cirque
American Classic is a
perfect example of
how Homecrest is
incorporating interesting fabrics into
modern designs.

here is no denying that the landscape
of the casual-furniture industry is
changing. What it takes for specialty
furniture manufacturers and retailers
to be successful is changing as well.
Todd Wingrove, director of sales for
Homecrest Outdoor Living, L.L.C., says,
“Competition is tougher for specialty retailers because consumers have more choices
of where to shop. Even if we don’t want to
admit it, our competition is the mass merchants. They are experts at copying what we
do, and that is our challenge.”
He continues, “If we are going to continue to succeed, we need to be leaders. We
need to lead the industry in everything we
do—from style to service—so people don’t
even consider mass merchants as an option.”
Homecrest has taken this challenge very
seriously, and for 2011, it has created a
whole new image for itself that has everyone taking a second look.
Since the 1950s, Homecrest (based in
Wadena, Minnesota) has had a tradition of creating products that revolve around comfort
and quality, but fashion always seemed to take
a back seat. In 2010, however, the company
embarked on a new mission that took its comfort and quality and infused it with fashion.

46

Patio & Hearth Products Report March/April 2011

A NEW FACE
“People flip through our 2011 catalog and
can hardly believe it’s Homecrest,” Wingrove
explains. The company’s fresh furniture
styles, eye-catching colors, and interesting fabrics have transformed Homecrest into a company that is ready to deliver the products that
consumers really want.
Wingrove recalls that when he started in
the furniture business (in 1986), if a company
had a strong style, it could milk it for 10
years. “You can’t do that anymore,” he says.
“You have to continue to evolve and change
because there’s a much shorter window in
which to be successful. When a company has
a good year, it has to continue innovating so
it can have a good year the next year, and the
year after that.”
Homecrest is proud to introduce a rich
new lineup of products for 2011. One offering that is causing a stir is the Airo2 deep
seating collection. This patented, retro-style
group is an original in terms of comfort and
fashion. Homecrest has taken its soft
Sensation fabric and stretched it horizontally
to create a cushy seat without using a foam
or fiber core.
“Dealers are going crazy over this because
it combines the comfort of a cushion with

the easy care of a sling,” Wingrove
says. It has a modular presentation
that can be tied together to make a
sofa, love seat, or single seat. Airo2
comes in 10 fabrics and 10 finishes,
with sterling and brown being the
most popular.
Homecrest’s Legendary collection
introduces a whole new take on classic steel furniture, which Wingrove
considers to be an underrated material. “People love the hearty feel of steel
and associate it with quality, but they
worry about the rust factor. With the
right exterior treatment, there are no
rust issues at all,” he explains.
Legendary has a wrought-iron feel,
with hammered arms, square stock,
and twisted styling that complement
the company’s patented Butterfly
Basket® sling.
Another collection that is central to
Homecrest’s new DNA is Cirque. The
clean curves of this group are opening
retailers’ minds to the possibilities of
modern design. It includes a versatile
double conversation lounge, a pneumatically adjusting chaise, and a funky
personal umbrella that can be attached
to any Cirque chair or lounge.
Homecrest has also taken a hard
look at its most popular products and
redesigned them for maximum style
and comfort. Its Tri-Sling incorporates
an extra layer of soft acrylic fabric in
many of its signature sling pieces.
The company has upgraded its

deep seating collections with comfortable foam cushions (with a density of
1.8 pounds per cubic foot) wrapped
in waterproof ticking. It has revamped
its tabletop materials to offer the
Sorrento and Tuscan models and faux
granite, slate, and sandstone, as well as
adding new styles and finishes.

MAKING IT EASY
While consumers are looking for
products that are superior in terms of
design, they also want it to be easy to
realize their visions for their outdoor
spaces. With this in mind, Homecrest
has created color stories that make it
simple to mix and match its fabrics
and finishes.
The company has also upgraded its
fabric selections and eliminated fabric
grades. “Eliminating fabric grades
makes for a much easier sale, and
frankly, it makes the whole presentation go more smoothly on the floor,”
Wingrove explains.
When it comes to delivery, customers want their purchases right
away so they can enjoy them in the
summer months, and they usually
don’t plan ahead. Homecrest has created a program for dealers that
includes shipping in 15 or fewer
working days; this helps eliminate
unnecessary early buying and allows
customers to choose the products
they want, instead of settling for what
a retailer has in stock.

If a retailer decides to invest in an
early-buy program, Homecrest makes
that easy, too, by paying for the
freight. All prices are landed costs, so
dealers know exactly how to price
the items in order to meet target margins on their retail floors. “Bottom
line: To be a leader, we need to give
consumers exactly what they want
through style, quality, selection, and
service,” Wingrove says.

2011 AND

BEYOND

One thing that Wingrove feels
strongly about, when it comes to the
future of the casual-furniture industry,
is the fact that specialty retailers and
manufacturers need to recognize that
they are all on the same team. “We all
lose when we lose to the mass mer-

Above: The chunky, rustic feel of Homecrest's
new steel Legendary collection blends well
with any outdoor setting.

chants. I personally want to see other
specialty furniture manufacturers succeed because it strengthens our industry,” he says.
For Homecrest, the future looks
bright, as the company rides the wave
of its new persona. Homecrest has
grown dramatically over the past few
seasons, and this year, it is looking at
growth of 40% to 50% or more, based
on early-buy figures. “I think it’s a
good testimony that the things that
we are doing are working—and that’s
good news for us and the industry,”
Wingrove says.

Circle Reader Service No. 47

March/April 2011 Patio & Hearth Products Report

47

HPBExpo R O U N D U P

A Really Big Show
by CAROL DAUS

photography by DAVE CASTEEL

W

ith more than 7,000 attendees and 288 exhibitors, this year’s HPBExpo (held in Salt
Lake City, Utah, on March 3–5) was a huge success, suggesting that this year’s sales
of hearth, barbecue, and outdoor-living products will be stronger than they have been during
the past few selling seasons.The strength of HPBExpo 2011 was largely due to the enormous
array of innovative, affordable, and easy-to-use products displayed by some of the most respected companies in the hearth, barbecue/grill, and outdoor-living industries. Lennox Hearth
Products, Hearth & Home Technologies, Napoleon Products, and Weber were some of the larger companies participating in the annual event.The retailers and distributors attending the
show were thrilled to learn about emerging trends and new products.
Pictured here are some of the influential leaders of the industry; they were among the
exhibitors who showcased groundbreaking products and networked with dealers, distributors,
and specialty retailers. Patio & Hearth Products Report is proud to spotlight each of them for
helping to make HPBExpo 2011 a successful show.

Pizza Oven
Bull Outdoor’s pizza oven fits the bill if you’re looking for an easy way to grill pizza outdoors.
Made of heavy-duty stainless steel, it features a separate oven and firebox, smokestack, and cart
shelves. With four durable locking casters, it weighs 115 pounds. The oven measures 19.5 inches wide
by 14.25 inches deep by 55.5 inches tall. Contact: (800) 521-2855 or www.bullbbq.com.
Circle Reader Service No. 101

Deluxe Traditional
Fireplace
The new Deluxe traditional fireplace from
Empire Comfort Systems delivers that
clean-face, no-louver look in a trim footprint,
for easy installation in tight spaces. Available
in 32-, 36-, and 42-inch models, each
measuring just 16 inches in depth, these
fireplaces are ideal for new construction and
remodeling, with or without a mantel.
Accentuate the clean-face design with tile or
stonework overlapping the fireplace frame, or
finish the installation with the optional trim
kits. Discreet openings at the top and bottom
help circulate warm air, with or without the
optional blower. Choose millivolt (available for
LP and natural gas) or direct ignition (offered
for natural gas only) for even greater
efficiency. Contact: www.empirecomfort.com.
Circle Reader Service No. 102

Jazz Collection
Crafted in A356 aluminum, the Jazz collection includes an
armchair, a swivel rocker, a swivel barstool, a stationary
barstool, a love seat, and a 36-inch square table (also available
as a rectangular table). All pieces offer a 15-year limited
warranty on furniture frames and a five-year limited warranty on
paint finishes in residential use. Contact: www.olfurniture.com.
Circle Reader Service No. 103

Hot Pink
Sunbrella® fabrics has added hot pink to its color portfolio, bringing
a versatile and fun color option to outdoor living. Fabric designers and
textile engineers devoted several months to identifying the right hue of
pink, making it an ideal accent color for landscaping or brightening
shady spaces. The color is available in two new fabrics: Canvas Hot Pink
and Steeplechase Malibu. Contact: www.sunbrella.com.
Circle Reader Service No. 104

52

Patio & Hearth Products Report March/April 2011

®

Get the Selkirk Advantage...

MAX! HE
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Selkirk is the original innovator of prefabricated venting
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our products, made from quality materials, have the
tightest tolerances and we back that with the industry’s
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Direct-Temp® systems
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Versa-Liner® is the most
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VP Pellet Pipe® includes a
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Circle Reader Service No. 53

PRODUCT

303 Products
Offers
Free-sample
Program
303 Products, Inc., Palo Cedro, California,
will be launching a free-sample program for
retailers in the United States and Canada
this summer. Retailers participating in the
program will receive a display containing
free consumer samples of 303 Patio
Furniture Protectant™. An informational
color pamphlet will be attached to each sample, and each display will contain 50
samples. A toll-free number on the back of the display will prompt the retailer to call
when sample supplies are getting low. 303 Products will then ship a replacement
display to the retailer. 303 Products will pay for all the costs of the program. Contact:
(800) 223-4303 or www.303products.com.
Circle Reader Service No. 105

New SLSeries Slimline
Single-element Heaters
Sleek and streamlined, Slimline single-element heaters incorporate a specially
designed electric quartz heating element that produces safe infrared energy. Radiant
energy is only absorbed by solid objects and is not wasted heating the air. With crisp
modern styling, brushed-stainless trim with an optional dark contrasting housing, and
narrow profiles, Slimline heaters virtually disappear into the surrounding decor. These
heaters feature a durable anodized-aluminum housing with an architectural finish that
is capable of withstanding years of outdoor use. The Slimline design also includes a T
slot for flexible mounting options using the included brackets. Slimline heaters are
available in 1,600-, 2,400-, 3,000-, and 4,000-watt models. Contact:
www.infratech-usa.com.
Circle Reader Service No. 106

Pellet Stove by Hearthland
Products
Made in the United
States with over 65 years of
manufacturing and
engineering expertise,
Hearthland’s innovative
hearth products deliver the
ultimate in performance,
design, and reliability. The
new Itasca appeals to both
contemporary and
traditional design
preferences. It features
advanced engineering for
high performance,
superior-quality
craftsmanship, elegant
design and impressive
aesthetic appeal, an
expansive glass viewing area, easy access for cleaning and maintenance, and
longer burn times. It heats up to 2,500 square feet. Contact: (888) 883-2260
or www.hearthlandproducts.com.
Circle Reader Service No. 108

Tel-Tru Temperature Gauge
Big Green Egg
Company has added an
upgraded Tel-Tru
temperature gauge and a
stainless-steel cooking
grid as standard
components for all five
EGG sizes. Both
components are made in
the United States.
Contact:
Jodi@biggreenegg.com
or www.biggreenegg.com.
Circle Reader Service No. 109

Springfield

Infrared Outdoor
Patio Heater

Agio continues to bring new, modern looks to the trend of outdoor fire with the
Springfield portable gas firepit. With a lovely slate top in earth tones with blond
accents—and plenty of space for entertaining—the Springfield’s firepit chat group
creates a warmth and glow that will extend your customers’ evenings and their outdoor
seasons. Contact: www.agiousa.com.
Circle Reader Service No. 107

54

Patio & Hearth Products Report March/April 2011

The Vintage series by Patio Comfort combines the
classic and elegant design elements of old-world,
handcrafted aluminum components integrated
beautifully into the latest in safety-oriented,
functional, high-performance, long-lasting comfort
heating products. The Vintage heater is protected
with an antique bronze polyurethane powder
coating that is electrostatically applied. The
textured finish and color are designed to
complement and enhance your outdoor
entertaining and dining areas. Contact: (949)
474-3070 or www.aeigrillsandheaters.com.
Circle Reader Service No. 110

Cedar
Picnic Table
The cross-legged design of this 26-inch cedar
picnic table recalls that classic cookout design, but
the detached benches make it versatile and
convenient. Easy slide-out benches make getting in
and out of a seat at the table a breeze. The benches
can be stored in trestle form under the table, and
they can also be stacked on the tabletop for
efficient storage. Contact: (724) 444-5361 or
www.creekvinedesigns.com.
Circle Reader Service No. 111

Enjoy Greener,
Cleaner Heat

Memphis Three-in-one
Outdoor-cooking Centers
Sear a steak at 650 degrees, smoke ribs over a slow heat, or even
bake a pie. The Memphis™ three-in-one is actually three appliances
in one (a high-temperature grill, a low-and-slow smoker, and a
convection oven). The Memphis three-in-one makes it possible to
enjoy delicious wood-fire flavors with the convenience of an indoor
oven. The digital intelligent temperature control (ITC) with meat
probe automatically sets and maintains precise temperatures from
180 to 650 degrees. The ITC regulates the feed of 100% natural
wood pellets automatically, to provide delicious flavors and
convenience—set it and forget it. The Memphis is made in the
United States. Contact: (888) 883-2260 or www.memphisgrills.com.
Circle Reader Service No. 112

We are all concerned about our environment.
With Infratech heaters, you can entertain outside
without producing negative environmental
effects. Efficient Infratech electric heaters
convert over 90% of input energy directly into
infrared radiant heat, and they operate for just
pennies per hour. Electric heaters are safe for
use outdoors or indoors, operate silently, emit
no greenhouse gases or unpleasant odors, and
do not require ventilation. Infratech Comfort
heater components and packaging are also
completely recyclable. Contact:
www.infratech-usa.com.
Circle Reader Service No. 113

Empire
Comfort’s
New Loft
Empire’s all-new Loft
see-through, direct-vent,
36-inch contemporary
fireplace requires barely 18
inches of wall depth and
uses 4 by 6 5/8-inch
venting, which helps
conserve floor space in your
home. This chic fireplace
packs plenty of features into
a narrow space. The
radiofrequency remote-control system handles flame height from the linear burner, as well as
the dimmer lighting and the variable blower speed. Empire’s exclusive Green Earth Preferred
technology eliminates the standing pilot for enhanced fuel efficiency, yet still allows the
fireplace to operate from a pilot light in the event of a power outage. Complete your fireplace
with decorative fronts, available in matte black or in black and stainless steel. All Loft
direct-vent fireplaces are available for LP and natural gas. Contact: www.empirecomfort.com.
Circle Reader Service No. 114

Margarita Bistro
Collection
Alfresco Home introduces wrought iron to color,
style, and fun with its Margarita bistro collection.
These brightly colored, retro-styled wrought-iron
bistro pieces will put the fun into function, as they
are perfect for any patio setting. Each bistro group
comes with two chairs and one table. They are
available in four gorgeous colors. Contact: (610)
731-0440 or www.alfrescohome.com.
Circle Reader Service No. 115
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Patio & Hearth Products Report March/April 2011

Big Green Egg
Accessories

Chopping Block
Bull Outdoor’s chopping block is designed to fit in
the same cutout as the company’s current single side
burner. This makes it easy for the contractor,
installer, and designer. This item is built from
304 stainless steel and includes a cover. The
chopping block and its housing can double as
an ice chest for small sodas or other favorite
beverages. Contact: (800) 521-2855 or
www.bullbbq.com.
Circle Reader Service No. 118

Big Green Egg has launched a line of
fun decorative-accessory items available
in time for the spring/summer gift
season. The new products include
EGG-shaped salt/pepper shakers,
tablecloth weights, and corn holders.
There are also EGG-shaped citronella
votives and filled ceramic candles. The
decorative-accessory collection is a part
of a set of 27 new items introduced to
Big Green Egg dealers last fall. Contact:
Jodi@biggreenegg.com or www.biggreenegg.com.
Circle Reader Service No. 116

Willowbrook

Island Series

Agio brings the Willowbrook
dining collection (traditional,
yet bold in its simple elegance)
to the outdoor arena. Your
customers will love to entertain
outdoors with its intricate
porcelain-tile–top table.
Alumicast® chairs feature
lovely, scrolled back detailing
and comfortable, earthy,
caramel-colored cushions.
Willowbrook offers all of the
pieces that your customers will
be looking for to enjoy the
outdoor room fully. Contact:
www.agiousa.com.
Circle Reader Service No. 117

Redesigned for even bigger impact in
a small space, the Island series by
California Outdoor Concepts steps it up;
now at 24 inches tall—and with side-door
access to the propane tank—the Island
delivers on its promise to spice up your
outdoors. Hot colors are still the rage in
home fashion, and the series is offered in
lime green, burnt orange, and deep blue,
along with standard colors (sage, adobe,
chocolate brown, and black).
Complemented by glass in 11 colors or by
gas logs, the fire will take center stage in
any size. Contact:
www.californiaoutdoorconcepts.com.
Circle Reader Service No. 119

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57

PRODUCT

Planet Barbecue
Spice Rubs and
Pastes

Cedar Twin Ponds Bench Set
Create an outdoor sitting area with plenty of space for meals,
drinks, projects, books, and magazines. This coordinating collection
includes a comfortable, deep seated, 5-foot garden bench; a sturdy
coffee table; and a matching end table. Each piece of this
high-quality set is handcrafted from western red cedar in the United
States. Contact: (724) 444-5361 or www.creekvinedesigns.com.
Circle Reader Service No. 120

This hot new product line from Steven
Raichlen features four explosively
flavorful spice pastes (from Colombia,
Morocco, Malaysia, and Jamaica) and five
bold spice-rub blends (from North Africa,
Spain, Morocco, Argentina, and Germany).
Raichlen spent years on the world’s
barbecue trail, documenting the live-fire
culinary traditions of cultures around the
planet. The spice rubs and marinade
pastes are an extension of Raichlen’s
bestselling cookbook, “Planet Barbecue,”
published in 2010 by Workman
Publishing. Suggested retail prices for the
spice rubs and pastes are $6.99 and $9.99, respectively. Contact: (800) 521-0505,
www.companion-group.com, or sales@companion-group.com.
Circle Reader Service No. 121

Tradewinds
Hemingway had the right idea—and so does
California Outdoor Concepts. The Tradewinds series
really has that romantic air. Deep-mahogany
resin-bamboo shafts and an extremely realistic
basketweave background set these firepits apart
from all the rest. Multiple units, in sizes from chat to
bar height, will wrap your outdoor-living area in
casual sophistication. Marry that deep mahogany
with sea-green granite and you could just about
move it into the living room. With two other granite
colors—and the availability of multifunctional
accessories (for dining, for chilling, and for heating
things up)—there are endless possibilities to ponder.
Contact: www.californiaoutdoorconcepts.com.
Circle Reader Service No. 122

The Finley Island

The Finley Island offers all you can desire in an
outdoor-cooking cabinet in a compact, sleek
design. The single drawer is the perfect place to
collect your spices, sauces, or grilling utensils.
Underneath the drawer is a larger storage area
perfect for all those necessary bags of charcoal.
Additional storage underneath the grill ensures
that all your cooking accessories can find a clean,
dry home within easy reach. The Finley also sports
an umbrella insert for those hot summer days. This
cabinet has two swiveling casters and two rigid
casters, ensuring that your cabinet goes wherever
you need it to go. Contact: (800) 624-6512 or
www.selectoutdoorkitchens.com.
Circle Reader Service No. 123
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Patio & Hearth Products Report March/April 2011

Christmas Trees Can Help Green Your Bottom Line
The number of Christmas trees that decorate homes and untold other locations during the holidays is truly staggering. As a retailer, you
don’t have to sell Christmas trees to benefit financially from this favorite holiday tradition. This year, a new product from DiversiTech,
called the Christmas Tree Stand MAT™, is going to solve one of the problems that holiday enthusiasts have wrestled with for years: how to
keep the tree fresh, moist, and green for a number of weeks while avoiding water-stained floors or carpets from constant watering. This
30-inch, lightweight, long-lasting round tree-stand mat is something that no tree owner can afford to be without. Its suggested retail
price is $16.95 to $19.95. You will love the generous margins (50-plus points). Contact: (866) 474-5572 or www.grillpad.com.
Circle Reader Service No. 124

Foligno by
Domus
Ventures
The new Foligno group from
Domus Ventures includes both
seating and dining, and all pieces
are stackable and can be used
with or without seat pads.
Contact: (800) 888-5293,
www.domusventures.com, or
us1@domusventures.com.
Circle Reader Service No. 125

New Wickford From Dimplex
The new Wickford media console from Dimplex North America solves that predicament of modern living: the conflict over a
room’s focal point. How does one accommodate the new flat-screen television and the fireplace in the same space, but not have
them competing for attention? LCD and plasma receivers are the only viable television choices these days; they require a
wall-mount system or stand for comfortable and safe viewing and also demand lots of storage in close proximity for electronic
equipment and media. The Wickford media-console fireplace provides consumers with an attractive and practical solution to
both the focus-of-attention dilemma and the television-placement and storage issues by combining a state-of-the-art fireplace
with a commanding media console. Contact: (800) 668-6663 or www.dimplex.com.
Circle Reader Service No. 126

As Much a Trophy as it is a Grill.
The Next Revolution in Grilling.
Other than size and color, Kamado grills have remained
essentially unchanged for over 40 years; until now.
Our engineering team used the advantages of the
ceramic grill as a starting point, then added a generous
blend of innovative design and the latest technology.
The result is a Kamado grill unlike anything available;
until today.
The Pro Joe by Kamado Joe carries a larger cooking
diameter, higher thermal retention, more precise
temperature control, and an ergonomic and aesthetic
design that maximizes eﬃciency and makes this grill a
true work of art.

Become a Dealer at: KAMADOJOE.COM

2011 Vesta Award Winner

Circle Reader Service No. 59

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PRODUCT

Moistly Grilled
It’s really quite amazing that such a basic concept, adding
humidity to the grill, can make such a big difference. Moistly
Grilled® is a two-piece, cast-iron vessel with a vented lid that
goes into the grill and holds water–or any other flavored
liquid–to add humidity to the grilling environment while food
cooks. The result is succulence defined: quite simply the
juiciest, most flavorful grilled meat you’ve ever experienced.
Contact: (800) 521-0505, www.companion-group.com, or
sales@companion-group.com.
Circle Reader Service No. 127

Grand Terrace Firepit
Gensun Casual Living has added a
firepit to the popular Grand Terrace
collection. This collection represents
elegant design with exceptional value. The
new 54-inch firepit features full
cast-aluminum construction, a copper
bowl, a firescreen, a poker, and a fire grate,
and it is available in 11 frame finishes.
Copper bowls are also available separately
for use as beverage coolers during those
wonderful summer days.
Contact: www.gensuncasual.com.
Circle Reader Service No. 128

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Patio & Hearth Products Report March/April 2011

Thatch
Galtech’s faux tiki thatch has been a
perennial best seller for several years. The
realistic-looking polypropylene thatch canopy
is featured with Galtech’s exclusive
handpainted-bamboo aluminum autotilt
umbrella frame. Contact: (805) 376-1060 or
www.galtechcorp.com.
Circle Reader Service No. 129

Cuisinart Petit Gourmet
Portable Tabletop Gas Grill
Get great grilled flavor every day from this compact, high-performance
grill. Its small format can be put almost anywhere for ultimate convenience.
Although the grill is compact, its 145–square-inch cooking grate is large
enough to cook most family meals: eight steaks, eight hamburgers, six to 10
chicken breasts, or over 4 pounds of fish. This 5,500-Btu grill heats up very
quickly, and it uses far less gas than a full-sized grill. Best of all, with its
great portability features, this grill can cook your meals wherever you
go—the beach, the game, the campsite—anywhere. Folding legs, a grill-lid
latch, a generous carrying handle, and the spill-resistant drip tray all
enhance portability. Visit Cuisinart at the National Hardware Show in Las
Vegas, Nevada, at booth #10437. Contact: Sean Carr at (617) 467-6390,
sales@thefulhamgroup.com, or www.cuisinartgrilling.com.
Circle Reader Service No. 132

ENERVEX
ENERVEX is introducing a loaner
program for local home shows to help
introduce the chimney fan to your
customers. It is absolutely free to use, and
the company even takes care of the
shipping charges. Included in this unique
loaner program are a chimney fan, a model
chimney, a press release for local media,
and a poster. Contact: (800) 255-2923,
info@enervex.com, or
www.chimneyfans.com.
Circle Reader Service No. 130

tank. National advertising support and
protected dealer territories are available.
The model shown has an MSRP of $4,995.
Contact: (800) 295-8498 or
www.ElmiraStoveWorks.com.
Circle Reader Service No. 131
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A Hot Add-on for Retailers

PRODUCT

DirectVent Pro
Co-linear Kit
M&G DuraVent has added a new direct-vent
co-linear kit, featuring a new decorative cap design, to
its offerings. The 4 by 6 5/8-inch Prairie cap, painted
black, includes built-in wind baffles and has been
tested for high performance under high-wind
conditions. Available aluminum flex diameters are 3
and 4 inches, both in 30-foot lengths. Contact: (800)
835-4429 or www.duravent.com.
Circle Reader Service No. 133

The common denominator of
popular-priced gas barbecue
grills and high-end
solid-stainless models is the worry over stains, drips, and grease
and what they can do to a deck, dock, porch, patio, or pool
surround. DiversiTech has introduced The Gas Grill Splatter Mat™
to give the customer real, low-cost relief from a high-ticket
potential problem; in the process, DiversiTech has given retailers
an easy, high-margin add-on sales item. Made in the United
States, The Gas Grill Splatter Mat protects the surfaces under gas
grills, covers existing stains, and is easy to clean. It is also
reversible, and it will not harm composite decking. The standard
30x48-inch size enables it to fit under most gas grills on the
market. Contact: (866) 474-5572 or www.grillpad.com.
Circle Reader Service No. 135

Sunbrella High
Point Fabric
Collection Expands
Sunbrella has added six fabric groups to
its High Point collection, with 30 new styles
that are available to customers as cut yardage
for integration into existing Sunbrella
offerings. Each group is highlighted by a
graphic pattern with a wide range of stripes,
textures, and new colorways in traditional
solid fabrics. The entire collection coordinates
with the Sunbrella awning fabric collection,
allowing customers to offer a cohesive look
for outdoor living. Contact:
www.sunbrella.com.
Circle Reader Service No. 136

Heat & Glo’s Metro 32
Grand Terrace
Geo Table
The 72x102-inch Geo table from Gensun
Casual Living accommodates 10 to 12
guests for those wonderful gatherings
under the sun or the stars. The table
further enhances the beautifully detailed
and popular Grand Terrace collection.
Grand Terrace features 49 different
furniture pieces to decorate any outdoor

The Metro 32 is an affordable, modern-style, direct-vent gas
fireplace. It has the simple lines and seamless presentation that many
homeowners are looking for today, and is available as both a
see-through and a single-sided fireplace. Designed to fit into smaller
living spaces, the Metro has a shallow footprint for easy placement. It is
equipped with a porcelain-interior firebox, and there are several choices
for rich finish colors for the front. Homeowners can also choose from
four cool custom media options. The Metro requires little space, has
many options, and can fit into almost any living space—all at a price
point that your customers will appreciate. Contact: www.heatnglo.com.
Circle Reader Service No. 140

Rustic Timbers™ is the latest offering in
Hargrove’s Vesta Award-winning Radiant Heat
vented log series. Rustic Timbers further refines
the company’s Radiant Riser™ technology, giving
radiant-heating efficiency comparable to that of a
vent-free log set while retaining the beauty and
realism found only in Hargrove vented gas
logs. Hargrove’s innovative new molding process
reproduces the intricate textures of nature in
ceramic fiber, creating a warm and inviting glow
in the heart of the log set, with all the detail of
Hargrove’s traditional refractory log sets. Rustic
Timbers works with standard Hargrove vented
burner systems, and is available in 21-inch
through 36-inch sizes and in see-through
configurations. Contact: (800) 725-4166 or
www.hargrovegaslogs.com.
Circle Reader Service No. 139

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PRODUCT

Northstar
Northstar retro-styled appliances from Elmira Stove Works are
great for kitchens, recreation rooms, and cottages. The Northstar line
includes refrigerators, ranges, microwaves, range hoods, and
dishwashers. They are available in nine colors, plus infinite custom
colors. For the model shown, with an optional keg system, the MSRP
is $3,995. National advertising support and protected dealer
territories are available. Contact: (800) 295-8498 or
www.ElmiraStoveWorks.com.
Circle Reader Service No. 141

Hargrove Premium Products has introduced a new series
of replacement refractory panels. Multiple sizes are
available, and panels can be cut to fit sizing requirements.
Each panel is steel and fiber reinforced. Some models are
available for UPS shipment. Contact: (800) 725-4166,
www.hargrovegaslogs.com, or markh@e-hargrove.com.
Circle Reader Service No. 143

Fireplace Draft
Damper
System
(FDDS)
The environmentally friendly ENERVEX FDDS is the first
completely automated draft-and-damper system for use with gas
fireplaces. The FDDS quietly manages a perfect draft and
prevents excess heat from escaping through the chimney when
the fireplace is not in use. It eliminates the need for glass doors,
opening up many new design options while allowing for a larger
view area of the fire and a more natural look. The system consists
of the RS chimney fan, the mechanical fireplace damper (MFD),
and the ADC 100 control. Contact: (800) 255-2923,
www.chimneyfans.com, or info@enervex.com.
Circle Reader Service No. 142

Refractory Panels

Cuisinart All Foods
Portable Gas Grill
The Cuisinart All Foods gas grill is a versatile cooking
system that expertly grills fine foods. Solid grilling
performance is provided by a 12,000-Btu stainless-steel
loop burner, a heat-distributing
panel, and a
porcelain-enamel–coated
cast-iron cooking grate. The grill
is compact in size, making it ideal
for smaller yards and patios.
Despite its small size, it is more
than large enough to cook meals
regularly for your whole family.
For grilling on the go, features
such as folding stainless-steel
side shelves and two large
carrying handles make it
convenient to carry to the game
or beach. Features include a precision temperature gauge, the Cuisinart Twist Start
ignition system, and a removable drip tray. The grill comes equipped to use 16- or
14.1-ounce portable LP bottles. Visit Cuisinart at the National Hardware Show in Las
Vegas, Nevada, at booth #10437. Contact: Sean Carr at (617) 467-6390,
sales@thefulhamgroup.com, or www.cuisinartgrilling.com.
Circle Reader Service No. 144

Royal Red
Stripe
Large
Quilted
Hammock

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Patio & Hearth Products Report March/April 2011

Part of the new Hatteras
Hammocks® Equestrian
collection, the simple, elegant
fabric pattern is based in rich,
royal red, recalling an old-time jockey’s vest on race day. Woven from the surprisingly soft
outdoor fabric DuraCord®, the royal red stripe large quilted hammock resists staining,
fading, rotting, mold, and mildew. The spreader bars are richly grained South American
cumaru, among the hardest, most durable woods on earth; hanging hardware is
zinc-plated steel. The hammock body measures 55x82 inches, and its total length is 13
feet. Contact: (800) 334-1078 or www.thehammocksource.com.
Circle Reader Service No. 145

Harman Oakleaf
Wood Stove
Ideal for smaller spaces, the Harman Oakleaf wood stove
is compact and convenient. With Harman’s exclusive Firedome
technology, the Oakleaf is highly efficient, producing long
burn times and steady, even heat. The top-load feature means
that it’s easy to add wood, and the stove will hold more wood
than other stoves of the same size. It also has an optional
stainless-steel cooking grill that’s easy to remove and clean.
The Oakleaf is easy to maintain and has a large ash pan,
which means less frequent emptying. With high-quality
castings, it is available in three finish colors. The Harman
Oakleaf brings warmth and comfort to any room. Contact:
www.harmanstoves.com.
Circle Reader Service No. 147

Adirondack
Made from Highwood’s
next-generation synthetic
wood material, the
Highwood Adirondack
collection is stylish and
functional. True year-round
performance makes this the
only furniture set you have
to buy. Proudly handcrafted
in the United States by
Amish craftsmen, the
Adirondack collection is
ultralow maintenance and
boasts an amazing wood look without upkeep. Regardless of the weather, it never splits, rots, warps, or
cracks. All items in the collection fold for convenient storage. Contact: inquiries@highwood-usa.com or
www.highwood-usa.com.
Circle Reader Service No. 148

Hitzer 30-95 EZ-Flo Hopper Stove
The Hitzer 30-95 EZ-Flo hopper stove is an outstandingly efficient
and convenient heating source. With a 30-pound hopper, this stove
has extended long burns and produces over 60,000 Btu of evenly
warm temperatures. The advanced technology of a removable hopper
is an added convenience of this top-choice stove. Like all Hitzer
stoves, the 30-95 is thermostatically controlled, and it provides
heating without electricity. With heating capabilities of up to 2,000
square feet, the EZ-Flo meets your heating needs, as well as
providing beauty and charm for one’s home. The full-view firebox
window allows easy viewing that creates cozy, warm relaxation. With
a stove color to match your home, the Hitzer 30-95 will decorate your
home, produce cost-efficient heat, and create a warm and soothing
environment. Contact: (260) 589-8536 or www.hitzer.com.
Circle Reader Service No. 149

Trenton
Homecrest Outdoor Living offers a variety of deep seating collections for 2011. Featured
here is the Trenton deep seating collection, which emphasizes unadorned, clean lines,
evoking an Arts and Crafts aesthetic appeal. At home in any setting, the uncompromising
Trenton collection sets the stage for lively entertaining, fun, and games with the family, or a
relaxed evening at home. This inviting setting features the Trenton motion chat chairs in the
Sedona finish. The comfortable cushions are done in the beautiful (and truly authentic
looking) ultra leather (color: Waylan). At the center of this serene setting is Homecrestâ&#x20AC;&#x2122;s cast
firepit, also in Sedona. Contact: www.homecrest.com.
Circle Reader Service No. 150

Ironhaus Screens
Ironhaus is proud to introduce the new
addition of freestanding screens to its
popular fireplace-door line. Available in
rectangular or arched shapes, and in all the

finishes and textures that your customers
love, this much-anticipated line is sure to
be a hit on your display floor. Screens are
available in stock and customizable sizes.
Call Ironhaus for pricing and details.
Contact: (866) 880-0900 or
www.ironhaus.com.
Circle Reader Service No. 151

Pro Joe by
Kamado Joe
Pro Joe has
the largest
cooking area,
the highest
thermal
retention, more
precise
temperature
control,
reengineered
ergonomics,
and an

exceptional
aesthetic design.
Pro Joe is intended for
planned or existing outdoor
kitchens. It is made in the United States; a
cart is optional. Contact: (678) 866-0642 or
www.kamadojoe.com.
Circle Reader Service No. 152

Kalamazoo Outdoor Gourmet
has introduced the first outdoor
dishwasher specifically designed
to work outside and withstand the
harshness of the elements,
featuring a unique wash system
designed to clean dishes that
have been sitting outdoors or
pots and pans that have been
over the heat of a grill fire. The
outdoor dishwasher was designed
with an extra-large tub to accommodate the special demands that come from
cooking and serving meals outdoors. Its adjustable-height, dual-rack system offers
maximum flexibility. At $4,990, the outdoor dishwasher will be available for
purchase in summer 2011 through the network of dealers carrying Kalamazoo
Outdoor Gourmet equipment, from certified design professionals, or directly (at the
company’s website). Contact: www.kalamazoogourmet.com.
Circle Reader Service No. 156

Kamado Joe
Rib Rack

The Hitzer Stoker coal stove model 608
is a superior-quality product that your
customers will love. Its features include a
Btu range of 7,000 to 90,000, an integrated
Coal-Trol thermostatic-control combustion
air system, the ability to hold up to 90
pounds of coal, cast-iron doors, pewter or
gold accents, double-wall construction, a
2-inch rear clearance and 4-inch side
clearances, a 320-cfm circulation fan, and a
galvanized-steel hopper (optional). Every
Hitzer heating system is carefully handbuilt
by Amish craftsmen. Only the finest materials are
used, and no shortcuts are taken. Each system
provides efficient burning with effective
consumption of secondary gases. The result:
more heat with less fuel consumed. Contact:
(260) 589-8536 or www.hitzer.com.
Circle Reader Service No. 154

Kamado Joe’s durable rib rack
allows you to cook more ribs by
placing the ribs vertically into
your grill. You can also place
other cuts of meat, such as
chicken pieces or pork chops, in
the rib rack. It is made of 304 stainless steel for years of use and easy cleanup.
Contact: (678) 866-0642 or www.kamadojoe.com.
Circle Reader Service No. 157

H Series
The H series hybrid unit
features heavy-duty, combined stainless-steel
and cast-aluminum end-cap
head construction. The burners
and cooking grid are of
commercial-quality cast-iron
construction. The Fire Maxx ignition system is
truly amazing. The units are fully assembled;
just attach the side shelves, hook up
the natural gas or propane, and you are ready
to rock. The units are in stock and ready to
ship for spring. They are sold to and through
independent dealers only. Contact: George
Speicher or Pete Arnold at
(949) 474-3070 or
www.aeigrillsandheaters.com.
Circle Reader Service No. 155

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Patio & Hearth Products Report March/April 2011

Security Chimneys BIS Ultima CF
With either a clean-face style or traditional louver option, the BIS Ultima™ CF
wood-burning fireplace from Security Chimneys™ offers large rectangular doors
and is designed to fit any contemporary or traditional interior. The latest entry in the
BIS family features unique, all-in-one, double air-combustion control to help
manage wood combustion and allows faster ignition. Learn more about the
aesthetic and operating features of this EPA-certified, 86.6% efficiency-rated
fireplace at the company’s website. Contact: www.securitychimneys.com.
Circle Reader Service No. 158

Trinidad
Trinidad masters the art of graceful living
with double-faced cane sides, arms, and
backs that add an unmistakable sense of
style and casual elegance. The rich,
kona-colored all-weather woven resin is full
of character and warmth. Trinidad cushions
are available in a wide range of fabrics,
allowing clients to personalize their
selections. A sofa, a love seat, an adjustable
chaise, an oversized chaise, and dining
pieces are available to round out this
distinctive collection. Contact:
www.mallinfurniture.com.
Circle Reader Service No. 159

Berkshire
Create a timeless look in any
backyard with NorthCape’s new
Berkshire collection. Berkshire
features a handwoven, thick, rich
cappuccino weave, with elegantly
shaped arms that will add texture
to your porch, deck, or patio. The
sophisticated open-weave sides
and back create style and comfort
for lasting enjoyment throughout
the summer. Berkshire offers many
pieces in this collection, including
plush deep seating, swivel gliders,
and dining options. Contact:
www.northcapeinternational.com.
Circle Reader Service No. 160

Valor Ledge
Balancing seamless design with crisp profiles, the Ledge features a
beautiful collection of three complementary finishes. Available in
black, brushed nickel, and artisan patina, the Ledge is the company’s
latest addition to the highly successful Portrait series gas-fireplace
family. Contact: www.valorfireplaces.com.
Circle Reader Service No. 161

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Circle Reader Service No. 69

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69

PRODUCT

MLW Stone, L.L.C.,
Introduces StacKIT Natural
Stackedstone
Fireplace
Kits
This new product has the
look and workmanship of
authentic, natural stacked stone.
Integrated with today’s innovative
technology, it reduces significantly
the cost of installation. Most natural
stacked-stone fireplaces are cut and
installed in individual pieces—but
StacKIT surrounds are
prefabricated into panels that
are cut to standard
fireplace-kit sizes and can be
installed in minutes, just
as you would install a
marble or granite
surround. These kits are
stocked in MLW’s three
standard sizes and include
a header, two legs, a riser,
and a three-piece hearth;
6x24-inch interlocking
panels, complete with
corner pieces, are also
available to accommodate
raised hearths and wall
applications. The product
is available in two colors:
Carden gold and
multicolor. Contact: (800)
477-7665 Ext. 127 or
www.mlwstone.com.
Circle Reader Service No. 162

RH Peterson’s Outdoor Campfyre
RH Peterson’s Outdoor Campfyre is ready to use right out of the box, or you
can use your creativity to design a custom firepit. Available in assorted shapes
and sizes—and with remote or manual operation—it uses LP or natural gas
(70,000 to 120,000 Btu). Complete your firepit with Beachwood logs, river rocks,
coals, or 30 different Fyre Glass and Fyre Gems colors. Contact: (800) 332-3973
or www.rhpeterson.com.
Circle Reader Service No. 164

Prestige Pro 600 Series
The new
Napoleon®
Prestige Pro™
600 series
comes loaded
with all the
toys needed
for complete
outdoor
entertaining.
Among its
features are
up to 1,062
square inches
of total
cooking space,
up to 95,000 Btu, 3/8-inch stainless-steel WAVE™ rod cooking grids, a deluxe
high top, a space-saving roll-top lid with chrome trim accents and handle, an
attractive pedestal base with concealed casters, electronic ignition for easy
starting, a ceramic infrared SIZZLE ZONE™ integrated side burner, an enclosed
ice bucket and cutting board, an infrared rear rotisserie burner, and more.
Contact: (877) 588-2220 or www.nacdealers.com.
Circle Reader Service No. 165

Lucia

Dave Lennox Signature Collection
Estate Series
The new Dave Lennox Signature™ collection Estate™ series by Lennox
Hearth Products features a spectacular 50x36-inch wood-burning fireplace as
its flagship. One of the largest wood-burning units available on the market, it
makes a grand statement for custom builders and the homes of their clientele.
Newly designed brick-patterned liners with large grout lines and exquisite
detailing replicate the look of hand-laid brick, and a high dome design ensures
that smoke is drawn out of the room. Easily converted to be ready for gas logs,
if so desired, the fireplaces are also available in 36- and 42-inch widths.
Contact: www.lennox.com.
Circle Reader Service No. 163

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Patio & Hearth Products Report March/April 2011

The Lucia
collection is a
transitional
wicker collection
that was
designed with
the traditional
wicker chair in
mind. Lucia is
composed of
all-weather
woven resin on
an all-aluminum
frame with
comfortable, plush cushions that accent the elegance and timelessness of this
new collection. The Lucia collection includes a sofa, a love seat, a chaise, an
oversized chaise, a coffee table, and dining pieces. Contact:
www.mallinfurniture.com.
Circle Reader Service No. 166

Valor
Windsor
Arch

New Garden Pavilion
by Treasure Garden

The Windsor Arch
evokes an era when
the art of cast
fireplace surrounds
flourished and an
open fire warmed
every room.
Handcrafted castings
highlight exquisite
detail and beautiful craftsmanship. The Windsor Arch is available in two finishes:
handpolished chrome or all black. Contact: www.valorfireplaces.com.
Circle Reader Service No. 167

This introduction is in perfect timing with the megatrend of outdoor rooms. Treasure
Garden’s 12x12-foot square pavilion has all-aluminum construction, an awning-grade fabric
top, decorative corner draperies with tiebacks, and three choices of fabric side walls, as
well as several other innovative and exclusive features. It’s smart, solid, and sophisticated.
Shown is the GP12120 in the bronze finish. Contact: info@treasuregarden.com or
www.treasuregarden.com.
Circle Reader Service No. 170

Montrachet Collection
by OW Lee
French renaissance sophistication and antebellum
charm merge beautifully in the 100% handcrafted
aluminum Montrachet collection. The Montrachet
collection uses unique detailing applications such as a
hexagonal extrusion, a fluted bar on the arms, and
arched castings in the back and sides to create distinct
details taken directly from European renaissance style.
Handforged wrought aluminum—coupled with
comfortable pillow cushioning—creates a collection of
exceptional comfort and beauty. High-quality T6061
aluminum alloy, used throughout the entire frame,
enables Montrachet to withstand any climate. Contact:
(800) 776-9533 or www.owlee.com.
Circle Reader Service No. 168

Grill Mat

Modern Home Products Corp. is now offering a grill
mat made of 100% recycled materials. Made in the
United States, this sturdy mat protects patios and
decks, is vented to help prevent mold and mildew, and
is UL 94 HB burn-test approved. The mat is relatively
maintenance free and can be easily cleaned with soap
and water. Available in two sizes, 42x30 inches and
60x30 inches, the mat also comes with a limited lifetime
warranty. Contact: www.modernhomeproducts.com.
Circle Reader Service No. 169
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71

PRODUCT

WHD31 Wall-hanging Gas Fireplace
Phoenix Charcoal Grill
ProFire Grills, a division of Modern Home Products Corp., has released the
new Phoenix charcoal grill. This innovative new design combines high-quality
construction with unique temperature controls, including independently
adjustable dual charcoal trays and upper and lower vents that can be fully
opened for searing or partially closed for slow cooking. The vents can also be
completely closed to extinguish the fire–saving the charcoal. The grill’s
heavy-duty construction is backed by a lifetime warranty. Contact:
www.profiregrills.com.
Circle Reader Service No. 171

Majestic Direct-vent Echelon Wide
View and See-Thru Series
A wide viewing
area (but compact
design) lets you
install this model
almost anywhere.
Bronze glass
beads, natural
stone, and an
optional driftwood
log offer customers
a modern interior
look. Majestic
offers the only
linear see-through fireplace on the market that can be installed between an
interior and exterior wall. Both models come standard with the exclusive Total
Signature Command™ system and touchscreen remote, plus interior lighting to
showcase the fireplace even when it’s not lit. Contact:
www.majesticproducts.com.
Circle Reader Service No. 172

SunBriteTV:
Model
4630HD
Your customers can now
enjoy quality outdoor
television viewing in their
backyards with SunBriteTV’s
new model 4630HD, a
46-inch, full-HD (1080p),
all-weather, outdoor LCD
television that is designed for permanent outdoor installation. Model 4630HD is
engineered with an outdoor-rated ASA plastic resin exterior that protects the
internal television components from rain, dirt, insects, and extreme temperature
ranges. Built into the exterior are 20-watt speakers and an antireflective, impactand scratch-resistant window that protects the LCD screen. Contact: (866)
357-8688 or www.sunbritetv.com.
Circle Reader Service No. 173

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Patio & Hearth Products Report March/April 2011

The WHD31 Plazmafire™ is a modern gas fireplace that simply hangs on your
wall. Ideal for modern and contemporary rooms, Napoleon’s WHD31 Plazmafire
features easy installation, plus all of the conveniences of a gas fireplace. It offers
virtually endless installation possibilities; installing it is almost as easy as hanging
a picture on the wall. With an impressive 30x15-inch viewing area and an output of
20,000 Btu, Napoleon’s Plazmafire is a great addition to the company’s modern
fireplace collection. Contact: (800) 461-5581 or www.napoleonfireplaces.com.
Circle Reader Service No. 174

Malibu
Grande
Malibu Grande is a new
addition to the
already-successful Malibu
collection. Malibu Grande’s
crescent-shaped sofa and
wedge-shaped end table
can be arranged by
themselves or with pieces
from the Malibu collection,
in a variety of different
configurations. Choose from the high coffee table (which features an umbrella
hole) or the oversized circular ottoman as the Malibu Grande centerpiece. Malibu
Grande has a lightweight aluminum frame; durable, UV-protected polyethylene
woven resin; and plush deep seating for added comfort. Influenced by a rich
chocolate texture, the Java flat-weave style and unparalleled durability are perfect
for the Malibu Grande collection. Pictured in orange and wheat hues from the
company’s newly expanded fabric library of over 150 textures and colors, Malibu
Grande is sure to make a huge statement in your backyard retreat. Bring a fresh
new approach to your outdoor room with NorthCape’s new Malibu Grande
collection. Contact: www.northcapeinternational.com.
Circle Reader Service No. 175

SCHOTT
ROBAX
Magic
SCHOTT ROBAX® Magic
glass-ceramic panels are
designed for use as a highly
resistant interior lining for
stoves/fireplaces. The
material reflects the flames,
providing a remarkable view
of the fire. The view will last
a lifetime because SCHOTT
ROBAX Magic is easy to clean, compared with conventional materials used inside
combustion chambers. Contact: (941) 831-2200 or www.schottrobax.com.
Circle Reader Service No. 176

Palazzo Collection
by OW Lee
The Palazzo collection brings a sense of classic
elegance to the most fashionable outdoor spaces.
Using Grecian style as its inspiration, the Palazzo
collection offers a transitional look while maintaining
the strength and durability of handcrafted wrought
iron. Palazzo’s details, including its understated finials,
create a sense of casual elegance. Contact: (800)
776-9533 or www.owlee.com.
Circle Reader Service No. 177

Phifer SheerWeave
Look to Phifer SheerWeave interior
sun-control fabrics infused with Microban®
antimicrobial product protection for an
additional level of cleanliness protection.
Built into the shade during the
manufacturing process, Microban protection
helps prevent the growth of stain- and
odor-causing bacteria, mold, and mildew that
can damage the shade. SheerWeave is
available in a variety of weaves and colors.
Contact: (800) 633-5955 or www.phifer.com.
Circle Reader Service No. 178

Seville Collection
The Seville collection features a formal dining set for
2011 with sleek lines and crisp angles of aluminum
complemented by large, handwoven-aluminum backs. The
single-cushion seat style provides the formal touch for a
transitional design. Hand-applied detailing adds a
designer look to the weather-resistant powder-coat finish.
Stationary and rocker seating are available for the set.
Contact: (954) 735-9800 or www.pridefamilybrands.com.
Circle Reader Service No. 181

Dartmoor Collection
The Dartmoor collection is
handsome and sturdy, with subtle
design features adding a
surprising sophisticated look. Two
bar tables measuring 28 inches
wide allow for easy conversation
and closeness while providing
space for four to twelve people.
Seating is available in a backless
barstool and bar chair. Both have
an ample and sturdy footrest for
added comfort. The entire
Dartmoor collection is available in
finishes of natural shorea wood
and stained shorea wood (in brown
umber). Contact: (877) 866-3331 or
www.oxfordgarden.com.
Circle Reader Service No. 180
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March/April 2011 Patio & Hearth Products Report

73

PRODUCT

Real-Fyre’s New G21
Contemporary Burner
Light up indoor and
outdoor rooms with
Real-Fyre’s new G21
contemporary burner. It
features polished-stainless
construction, a remote-ready
valve system, and
vented/vent-free certification,
and it is specially engineered
for glass and gems. Dazzling
with Fyre Glass or Fyre Gems,
the burner is available in 18-,
24-, and 30-inch sizes.
Contact: (800) 332-3973 or
www.rhpeterson.com.
Circle Reader Service No. 182

Atmosfire
Dry Wiper
SCHOTT Home Tech, a division of
SCHOTT North America, Inc., has
introduced Atmosfire™ dry wiper, a
cleaning pad developed specifically
for ROBAX® glass-ceramic viewing
windows in fireplaces and stoves.
The ergonomically shaped sponge features a textured surface that is
tough enough to remove soot and dirt without using chemical
cleaning fluids or scratching the surface of the glass. SCHOTT worked
with Oscar Weil GmbH to develop, test, and approve the Atmosfire dry
wiper. Fireplace owners can clean cold ROBAX glass-ceramic panels
by wiping the dirty or sooty surface of the panel with the rough side
of the Atmosfire dry wiper. The sponge can then be cleaned and
reused simply by knocking off the soot. Using the Atmosfire dry wiper
before or after every fireplace or stove firing ensures a clear view of a
warm and safe fire for years to come. Contact: (941) 831-2200 or
www.schottrobax.com.
Circle Reader Service No. 185

Be a Leader
and Back It
WoodMaster’s Flex Fuel series
offers a money-back guarantee and
13 years of proven reliability.
Engineered using world-leading
technology with WoodMaster
quality built right in, it offers
efficiency levels of over 95% and
the ability to burn cordwood, wood
pellets, and/or wood chips. Your
customers can choose the least
expensive fuel and burn less of
it—guaranteed. Contact: WoodMaster.com.
Circle Reader Service No. 186

Baxter
Monessen Direct-vent
Belmont
BLDV Series
Featuring a contemporary
clean-face design with no louvers,
the Belmont series provides an
expansive viewing area. With a
variety of interior options, including
traditional logs, stones, or a glass
burner; a black porcelain liner; and a
variety of firebrick options, it’s the
perfect addition to any room. An
optional lighting kit allows
consumers to enjoy the unit as a
showpiece all year long. In addition,
the convenience of the exclusive
Signature Command™ system
comes standard, providing safe and
efficient operation. Contact:
www.monessenhearth.com.
Circle Reader Service No. 184

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Patio & Hearth Products Report March/April 2011

Twin-Star’s Baxter, with
its handsome transitional
style, features a
combined
wine-storage
cabinet, media
console, and
electric
fireplace in a
beautiful
empire cherry
finish. The
mantel features
multiframe mitered left and
right locking doors with smoked glass and
brushed-nickel pulls measuring 7.75 inches long. Storage on the left
side features a stemware rack and an adjustable wood shelf, while
the right side stores 18 wine bottles in a dual-zone thermoelectric
cooler. The Baxter is stunning from top to bottom, with a matchbook
pattern crowning the cabinet and a sturdy box-style base that
features a shadow-line accent. Contact: www.twinstarhome.com.
Circle Reader Service No. 187

AERO Market
Umbrella

Select
Cutting Board

The ZipJack AERO market umbrella
changed the look of the classic
market umbrella forever. Its patented
canopy design gives the umbrella
distinctive styling, while crosswinds
and updrafts pass right through the
canopy’s venting system. Easy
maintenance enhances its
attractiveness. The ZipJack AERO
market umbrella can help every
specialty patio retailer stand out
above the crowd. Contact: (914)
592-2000, www.zipjackumbrellas.com,
or sales@zipjack.com.
Circle Reader Service No. 188

Select Outdoor Kitchens is pleased to
offer its newest product, Select cutting
boards, exclusively to dealers. Every cook
needs a great cutting board, and the
company has developed one that will
become your trusted sidekick in the
kitchen or at the grill. The cutting boards are 12x18 inches, oval shaped, and available in 10
colors. The material, approved by the Food and Drug Administration and the National
Science Foundation, is the same material that you will find in the best restaurant kitchens
in the United States. Each cutting board has an attractive depression to catch any cooking
juices. Cutting boards can be sold as is or customized with store logos. Contact: Mike
Miller at mike@selectoutdoorkitchens.com or www.selectoutdoorkitchens.com.
Circle Reader Service No. 192

Ocean
Master MAX
Manta

SunBriteTV:
Model 5510HD

Inspired by the depths of
the sea, TUUCI’s Ocean Master
MAX Manta creates an
open-air space that is tranquil
and aesthetically pleasing. It
features maximized
components that increase
shade coverage and provide
unparalleled durability. This
combination of beauty and
function boasts an inviting
shade escape. Contact: (305)
634-5116 or www.tuuci.com.
Circle Reader Service No. 193

In an effort to expand its market
reach, SunBriteTV recently introduced two new televisions to its allweather outdoor-product line.
SunBriteTV’s high-end introduction is
model 5510HD, which sports a 55inch, 1,080-pixel full HD LCD screen
with a refresh rate of 120 Hz. This
television is ideal for homeowners
who are looking for home-theater–quality viewing in their outdoor spaces (see page 72 for
SunBriteTV’s other new product). Contact: (866) 357-8688 or www.sunbritetv.com.
Circle Reader Service No. 189

Team Grill
in 2011
Make 2011 your
championship season with the
Team Grill. These high-end
barbecue grills, featuring the
colors and logos of your
favorite sports teams, are now
in their third season. This
unique product is now sold at
500 retailers—but not at
big-box stores. For more
information on becoming a
Team Grill dealer, visit the
company’s website. Contact:
www.teamgrill.com/SELL.
Circle Reader Service No. 190

WeatherReady
Outdoor Covers
for Fountains
Two Dogs Designs for Outdoor Living
has introduced WeatherReady™ fountain
covers, featuring heavyweight polyester,
double stitching, a PVC lining, and
Velcro® tab closures on four sides. For
even better protection against the
elements, the fountain covers have Velcro
midtie fasteners and elasticized bottoms.
Representing good quality at a very good
price, they are available in three sizes,
and they come in black or khaki. For
more information, contact Two Dogs
Designs for Outdoor Living. Contact:
(866) 896-3644,
twodogsdesigns@aol.com,
or www.twodogsdesigns.com.
Circle Reader Service No. 194

South Terrace (All-weather)
South Terrace is one of two debut collections for Biltmore®, the largest privately owned
residence in the United States, located in Asheville, North Carolina. Inspired by pieces on
display in the winter garden of Biltmore, South Terrace brings a distinctive sophistication to
this selection of all-weather
seating and dining options.
Crafted with resin over an
aluminum frame with Viro®
weave, it is ideal for year-round
outdoor use. Exposed,
bamboo-inspired legs and a
unique fretwork design draw the
eye with this refined aesthetic.
Contact: www.whitecraftinc.net.
Circle Reader Service No. 191

Viento
Viento is one of eight new
collections that Summer Classics has
unveiled for 2011. Just as winds pass
over the earth in wave patterns, the
Viento arm curves to meet its leg.
Viento (the Spanish word for wind) is
crafted in solid-aluminum stock with N-dura resin. This collection offers simplicity and
sophistication with its clean lines and design details. Perfect for any outdoor space,
whether small or large, the Viento collection includes a variety of dining and seating
options. In this collection, Summer Classics offers a rectangular dining table, as well as a
unique hexagonal dining table. Both armchairs and side chairs are available, in addition to
barstools. The entire collection can be viewed at the Summer Classics website. Contact:
www.summerclassics.com.
Circle Reader Service No. 195

Team Grill
and MLB
Play Ball
Team Grill has introduced
the newest members of the
Team Grill MLB lineup.
Joining the team for the 2011
season are the Cubs, Mets,
Phillies, and Cardinals. They
join Team Grill’s already
formidable starting lineup, which includes the Red Sox and Yankees.
For complete program information and to join the company’s team of
over 500 retailers, visit the company’s website. Contact:
www.teamgrill.com/SELL.
Circle Reader Service No. 197

Collar-tilt Umbrella by
Treasure Garden
The elegant and
durable collar-tilt
collection from
Treasure Garden sets
industry standards for
fashion and design.
This premier collar-tilt
style makes shade as
easy as rolling your
umbrella into place,
twisting the collar
once the umbrella is
cranked up, and tilting
the canopy to obtain
infinite degrees of shade and comfort. Shown is the UM8004 DC7 in
the Firenze finish. Contact: info@treasuregarden.com or
www.treasuregarden.com.
Circle Reader Service No. 198

Taste the
Potential
Achieve old-fashioned,
smoky flavor and smoking
hot profits with the
WoodMaster pellet grill. It’s
easy to envision the sales
potential—and even easier
when you get a bite of the
tasty, wood-fired results. Add
sizzle to your sales. Contact:
WoodMasterPelletGrills.com.
Circle Reader Service No. 199

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Patio & Hearth Products Report March/April 2011

SMART ERV
Energy-recovery
Ventilator
SMART air & energy solutions™ is a
collection of HVAC products designed to
enhance comfort, improve indoor air
quality, and save energy for
homeowners. Today, everyone
understands that we need to explore
options for saving energy—while
remaining comfortable in our homes.
SMART air & energy solutions offers
products designed to provide economical
options while maximizing comfort. The newest addition to the SMART product lineup is the
SMART ERV energy-recovery ventilator. This unit provides a fresh-air supply and
humidity-control unit for residential housing. The unique poly wheel yields up to an
industry-leading 80% heat-recovery efficiency, and the twin variable-speed fans allow the
installer to adjust airflow from 50 to 240 cfm—so the single unit can be adjusted for a
residence of almost any size. Contact: www.smartairandenergy.com.
Circle Reader Service No. 200

Shade, Safety,
and Fun,
All in One
ZipJack Custom Umbrellas introduces
a new line of patio umbrellas designed to
provide colorful, shaded play spaces for
youngsters. KidBrellas are a great way to
protect kids from the sun. KidBrellas
easily convert from table umbrella to play
space and feature bright, bold
silkscreened animal illustrations with
extended side panels that provide extra
coverage. Contact: (914) 592-2000,
sales@zipjack.com, or www.zipjack.com.
Circle Reader Service No. 201

Klassic Character
Outstanding good looks and classic style
are a standard with the Klassic wood-burning
stove, designed by Bent Falk of Denmark and
produced by Wittus in the United States. This
well-crafted, multifunctional stove can be the
home’s best secondary heat source—and a
baking and roasting oven, to boot. The
modern, EPA approved firebox can
accommodate logs of up to 24 inches, and
the self-cleaning glass door feature is a
bonus in every cook’s eye. Contact: (914)
764-5679, info@wittus.com, or
www.wittus.com.
Circle Reader Service No. 202

{industry}

continued from page 14

Capel Rugs Names Mark
Jerdon Regional Sales
Manager
Capel Rugs (Troy, North Carolina) has named
Mark Jerdon regional sales manager for its MidAtlantic territory. He brings more than 25
years of experience in selling to dealers in the
Mid-Atlantic region to the position. During his
tenure, Jerdon has proven himself as a top-performing salesperson, establishing many beneficial connections with retailers.
Allen Robertson, vice president of sales,
says, “Mark’s outstanding track record and high
level of regard in the sales industry make him
a valuable addition to the Capel team. We’re
excited to see the positive changes he will
surely bring to our retailers in the Northeast.”

Skyline Design Unveils New
Chicago Showroom
To establish a stronger presence in the casualfurniture Industry, Skyline Design North
America has opened a permanent showroom
on the 15th floor of the Design Center at the
Merchandise Mart in Chicago, Illinois. Judith
Calzadilla, vice president of Skyline Design
North America, says that success at the Chicago
International Casual Furniture & Accessories
Market™ “is ultimately driven by great products, and now, with a permanent presence, we
are excited to showcase some of Skyline
Design’s innovative outdoor furniture.” The
showroom manager is Dianna Gniadek, who
can be contacted at dianna@skylinedesign.com.

Groovystuff Partners With
Auburn University
Groovystuff (Dallas, Texas), the manufacturer of
unique home furnishings and accents produced from reclaimed teak, has renewed its
commitment to young furniture designers by
partnering with Auburn University to offer a
program for students. Sixteen students, including two graduate students from the College of
Architecture, Design & Construction, will gain
exposure to the home-furnishings industry by
participating in a design project that gives
them real-world experience, a chance to earn
royalties on a successful design, and a reason
to choose the home-furnishings industry after
graduation.
Chris Bruning, cofounder of Groovystuff,
says, “We need to embrace these talented
young students from across the country and
encourage them to seek a career in the homefurnishings industry.” Bruning adds that in
order to appeal to consumers from generations
X and Y, the industry needs designers who
have fresh, young perspectives.
Under the leadership of Professor Tin-Man
Lau, and with creative direction from Chris
Bruning, the students have been challenged to
design (using sustainable manufacturing practices) a residential indoor or outdoor homedecor accent, furniture, or lighting collection
that refines the Groovystuff product line to
attract a more modern and contemporary audience represented by the Dick Idol celebrity
brand; to submit presentation boards describing
their inspirations for the products that they have

designed; and to create miniature models of
their products for display at the April 2011 High
Point Market and at the July AmericasMart® in
Atlanta, Georgia.
The student whose design has the most popular votes will be presented with a $500 cash
reward. Groovystuff will then produce the student designs and determine the grand prize winner by measuring which student design generates the most sales at the October 2011 High
Point Market.
“In October, we will display the original drawings, along with the finished product, so buyers
can see the transformation of the concept into a
fully executed consumer product. We’ll ask the
buyers once again for their comments and
votes—but also for their orders. The final winning
design will be the one with the top sales,”
Bruning says. “That student will not only win a
$1,000 cash prize and a permanent royalty on all
future sales, but will also be included in the prestigious and celebrity-endorsed Dick Idol collection of home furnishings.”

Federal Tax Credit
Extended for All Morsø
US Wood Stoves
With all U.S. wood stove models qualified for the
IRS consumer tax credit, Danish manufacturer
Morsø and its large network of authorized dealers welcome the federal biomass tax-credit
extension, which provides a 10% tax credit (up
to $300) for the purchase of a new biomass heating appliance in 2011.
Craig Shankster, Morsø US president, says,
“The original tax credit and this recent extension give an incentive to smart homeowners
who are adding energy-efficient zone heating or
replacing dated heating appliances sooner,
rather than later, and have also helped spur the
green-living trend.”
This tax-credit extension was part of the
$858 billion tax package that President Obama
signed into law on December 17, 2010. By
extending this tax credit, Congress signaled its
support of the renewable-fuel industry. The
2011 federal biomass credit now includes a 10%
consumer tax credit (up to $300) for the purchase of 75% efficient biomass-burning stoves
(such as energy-efficient Morsø wood stoves or
fireplace inserts).
For more information, visit www.morsona.com
or call (866) 883-9619.

HD Expo to Attract
Thousands: May 18–20
The Hospitality Design Exposition & Conference
(HD Expo), to be held at the Sands Expo and
Convention Center in Las Vegas, Nevada, on
May 18–20, is the premier event for the hospitality-design industry. With exciting competitions, idea-generating conference sessions,
panel discussions, and special events focused
on having an impact on industry change, HD
Expo will provide attendees with the tools to
succeed year-round in this ever-changing, ultracompetitive field.
Presented by Hospitality Design (HD) magazine and produced by The Hospitality Design
Group, the show draws more than 7,000
attendees each year to view the most innova-

tive products from more than 900 exhibitors,
showcased in over 260,000 square feet.
Products and new solutions range from accessories, artwork, bedding, electronics, furniture, and case goods to flooring, lighting,
plumbing and bath fixtures, textiles, wall coverings, and window treatments. The trade
show brings together interior designers, architects, purchasing agents, hotel owners, and
operators, as well as other buyers, sellers, and
hospitality-design influencers.

Wittus Selected to Import
Bodart & Gonay Hearth
Products
Wittus – Fire by Design was recently appointed
to serve as the exclusive importer for the
Bodart & Gonay product line, previously managed by Lucky Distributing. The collection
includes the Optifire 783 (currently available
with flat or curved door options), and in the
future, it will include a selection of new products from the Bodart & Gonay collection that
are not currently available in the United States.
Bodart & Gonay, which has been in business
for over 50 years, is a Belgian manufacturer of
top-quality wood- and gas-burning appliances.
Bodart & Gonay’s latest developments combine
aesthetic and technical performance with new
product lines, delivering high power, high efficiency, and extremely low pollution. For more
information, visit www.wittus.com.

FifthroomMarkets.com
Launched as Holding
Company of Multisite
Marketplace Concept
With the launch of FifthroomMarkets.com,
online retailing veteran Tim McTighe and his
Pittsburgh, Pennsylvania, online-commerce
technology team have created the structure for
the latest initiative in consumer online marketplaces. By harnessing years of successful online
retailing and the collective expertise of its team
of project advisors, FifthroomMarkets.com features five specialty shops that work together as
a high-quality market district. Providing guidance in specific areas of expertise, these shops
will operate under one holding site and benefit
from centralized customer service and order
fulfillment.
McTighe, owner of FifthroomMarkets and
numerous successful Internet-based retail sites
(including CedarStore.com), says, “We believe
that the online-shopping experience has
reached a point where it has to move beyond
just clicks and carts. We want to create a total
experience that incorporates a unique, highend, and specialized shopping experience.
FifthroomMarkets.com has been created as an
online marketplace with shop sites featuring
products for home, garden, and family living.”
While drawing upon the small-town marketplace concept, FifthroomMarkets incorporates
21st-century capabilities with a depth of products. “We are poised to create dedicated specialty-shop experiences through individualized
sites with the benefit of proven customerservice features across all six websites,”
McTighe says.
March/April 2011 Patio & Hearth Products Report

Patio & Hearth Products Report (ISSN 1939-6929) is published bimonthly by Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503. US Postage Paid at Lebanon Junction, KY 40150.
March/April 2011, Vol 6, No 2 ÂŠ 2011 Peninsula Media. All rights reserved. No part of this publication may be reproduced in any form without written permission from the publisher. POSTMASTER: Send address
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accuracy of the materials presented in Patio & Hearth Products Report, they are not responsible for the correctness of the information and/or opinions expressed.